FilmFunds, a new venture launching at the Toronto Intl. Film Festival, is going the crowd-sourcing route to test whether a film or TV show will attract an audience.

The Los Angeles-based company will enable filmmakers to upload a synopses, trailer, artwork and other marketing material to a website and mobile app. After reviewing the materials, members choose whether to “Like” a project, with positive results predicting an audience for it once released.

Site divides projects into three categories — materials of projects members can help put into production, completed projects member votes can help get finished or distributed, and a marketing portal where studio pics can gain support and members can recruit friends and pre-sell tickets through websites like Fandango.

A FilmFunds mobile app lets users snap a photo of a trailer, poster or film title to access more information, while Emotional ID translates real-time facial reactions and emotions during test previews into measurable results. Service will tap into a database of 60 million moviegoers who signed up to be part of the FilmFunds test group over six months.

“Over the last decade we’ve seen how social marketing can make a film or TV show successful,” said FilmFunds co-founder Shelly Palmer. “FilmFunds posits a new form of social marketing that occurs before a project is made.”

Company is also co-founded by Sean Stone, who serves as CEO. He is the son of Oliver Stone. Ron Yuan heads content and new media.