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New streaming platform Film Ahoy will launch later this month. Ahead of that, its operators are attending this week’s American Film Market as buyers.

The platform, which focuses on independent film, was hatched by the U.K.’s Dean Fisher and his company Bow Street Media.

Film Ahoy will operate with a hybrid mixture of advertising supported and transactional video on demand. Free of charge screenings will be interrupted every 20 minutes by advertising, but viewers can opt to have an uninterrupted service by paying £1 (approx $1.30) per film. In the interests of simplicity, it will not offer a subscription service.

The company will earn its revenues from advertising, PPV fees and product placement. It says that revenues will be shared evenly with independent filmmakers.

It will acquire non-exclusive rights and currently has some 50 titles. It offers geoblocking so that it will not compete if a film is already licensed exclusively in specific territories.

“As a filmmaker, I felt the need for more options in the digital world for independent filmmakers. If your film hasn’t got the [name] cast that everyone is looking for, you struggle to find a home for your film and the offers do not cover the budget. There is a need for more models to showcase low-budget independents,” said Fisher in a statement.

The company says that it intends to become involved in content investment or production, but it offered no timetable.