In this study we investigate and expand agenda setting theory in the context of the market for art-house films. First, we test first and second-level agenda setting hypotheses, according to which higher media visibility and favorable media valence of a particular film are expected to have positive effects on public salience. Second, we expand agenda setting theory by adding critical valence as an important influence of public salience within cultural contexts. Our findings suggest that while higher media visibility, favorable media valence, and critical valence have positive effects on public salience, they are also independent of one another in carrying salience over to the public.