TORRANCE, CA: Toyota is reaching out to the Asian-American community through film festivals held across the country, and expanding its presence in its second year of sponsorship. Last year, the automotive company was present at the festivals to promote the Toyota Matrix, but this year, the campaign is more about promoting Toyota overall, said Chad Harp, marketing communications strategist at Toyota.

"We see the Asian-American community as very media-savvy, very strong, and they are a good buyer base within ...