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In 1965, Galtung and Ruge published an influential list of news values. Fifty years later, my article takes this list to demonstrate how mass media principles still apply when building audiences for an independent film in the Internet age. The article builds on a constructivist approach that news values can be actively formulated and stressed. It uses the case study of independent film project 15Malaysia, illustrating how this project, though unknowingly, actively created news value to convincedoi:10.5210/fm.v20i3.5850 fatcat:g2a67db3yfgb7grlgjv4tercku