The All-New 2009 Toyota Matrix Takes Asian American Films for a Test Drive

TORRANCE, Calif., Sept. 29, 2008 - The Toyota Matrix is the official vehicle sponsor of the 9th annual San Diego Asian Film Festival (SDAFF), running October 9 through October 16, 2008, which will take place at the Mission Valley UltraStar Cinema at Hazard Center.

Founded in the year of 2000, the SDAFF became San Diego's largest Asian American cultural event that organized by San Diego Asian Film Foundation, a nonprofit organization dedicated to supporting and promoting the diverse Asian American experience through the media arts. In its 9th year, the San Diego Asian Film Foundation will showcase over 130 short and feature films from a record 17 countries including Canada, Cambodia, China, Hong Kong, Japan, South Africa, South Korea, Singapore, India, Pakistan, Myanmar, Peru, the Philippines, Thailand, Vietnam, and the U.S.

"Toyota is honored to be supporting such a prestigious event," said Dionne Colvin, National Advertising Strategy Planning Manager. "It is part of our continuous effort to promote self expression and support rising talent in the Asian American community."

During the week-long festival, Toyota Matrix host several different activities, including free popcorn for the first 200 guests at special screenings and live silk screening of t-shirts with unique Matrix-specific designs. Matrix created its very own Asian American cinema site, http://www.thedirectorschairsite.com/, which features the latest interviews, movie reviews and special insider information on the Asian American film industry.

"We are very grateful for Toyota's support and foresight to partner with Asian film festivals. It's really thinking outside the box as a corporation," said Lee Ann Kim, executive director of the SDAFF. "Toyota's support enables us to keep the quality of our event at the highest level -- both for the artists and the patron."