Indie makes a significant contribution to the literature on American independent cinema, one that is likely to reshape debates and discussions for several years to come. By broadening the definition of independent cinema beyond simple industrial formulations, Newman charts the contours of 'indie' as a particular taste culture involving particular structures of distribution, consumption, and critical reception. By showing how companies built a niche audience of upscale consumers by targeting their "indie" sensibilities, Newman's book beautifully captures the multidimensional quality of American independent cinema in the nineties and 'naughts' its formal play, multicultural appeal, and 'branding' as off-Hollywood product.–Jeff Smith, University of Wisconsin, author of The Sounds of Commerce: Marketing Popular Film Music