From the beginning of time, knowledge sharing has been the means by which cultures and societies have preserved and celebrated their memories, passed on their values and belief systems, entertained, instructed and reported. Long before there were written records, knowledge was shared through the oral tradition. It puts information into an emotional context, and research indicates that emotions play an essential role in both memory and motivation. Besides improving conceptual skills, it improves listening skills, analytical skills, verbalization skills, imagination skills, visualization skills and also increases attention span.

The very fact that learning any new concept becomes easier when it is linked to a audio-visual lead to the ideation of the International Management Film Festival. The festival promotes intercultural dialogue and collective work through the production of video documentaries. It believes that a participatory approach in conceptualizing, developing and disseminating films, is instrumental in deconstructing the articulations of images and messages conveyed by mass media and supports people in the critical analysis of their work, environment and lives. Besides the learning theories in vogue today, an International Management Film Festival fulfils the following objective i.e PLAI (Promoting Learning through Active Interaction)