On Monday, we revealed a brand. Besides that brand (Electric Shadow Journal), all we really did was announce our sponsorship of B-Side's Festival Genius for SXSW Film and Interactive 2010. Aside from myself, we didn't even get in to who "we" is or precisely what we're doing. As I said previously, I'm not leaving Elsewhere, but doing something new in addition to this column. To explain where "Electric Shadow" comes from, I defer to the press release:

"In Chinese, the term for "cinema" literally translates to "electric shadow". The phrase conjures an image of the movies being a medium of poetic elegance that is full of energy and potential. We love the cinema in all its languages and genres. We love informed, engaging criticism and analysis. We love the unique atmosphere and excitement of a film festival. Are we a publication? That's one piece of it, but not the whole puzzle."

More as it happens.