The Tribeca Film Festival was founded in 2002 by Jane Rosenthal, Robert De Niro and Craig Hatkoff, reportedly in response to the September 11 attacks on the World Trade Center and the consequent loss of vitality in the Tribeca neighborhood in Lower Manhattan, although there are reports that its founding was underway prior to the events of 9/11. The festival now draws an estimated three million people—including often-elusive celebrities from the worlds of art, film, and music—and generates $600 million annually.