Reitman's oeuvre

With the ambition to drive user-generated content into the realm of higher art — or at least encourage commercial aspirations — YouTube is hosting a contest called Project Direct, a talent search for new directors.

The video sharing site partnered with Jason Reitman, the director of Thank You for Smoking, and Hewlett-Packard, which is helping to sponsor the project. Hopefuls may upload their work onto YouTube October 7 to November 9, after which Reitman and a panel of experts will select the top 20.

YouTube members can vote on the best of the top 20 until December 2. Shortly thereafter, a winner will be announced.

The grand prize includes nine days at a major international Film Festival, a private meeting with Fox Searchlight execs, and a $5,000 debit card.