In the 90s, a new underground film movement called New Queer Cinema emerged. It was named by writer B. Ruby Rich in 1992. This movement focused on films with queer characters and storylines, and they were showcased at festivals like South by Southwest, Sundance, and Toronto Film Festival. At the beginning of the 90s there sprung a new underground film movement named New Queer Cinema. The name was coined by film writer B. Ruby Rich in her 1992 seminal Sight and Sound article. The name referred to the booming films featuring queer characters and storylines, being scheduled by festivals like South by Southwest, Sundance and the Toronto Film Festival.