Retired AOL executive Ted Leonsis is turning his passion for documentaries into an Internet service meant to give independent filmmakers broader viewership.

His new Web site, SnagFilms, will take professionally produced documentaries like "Super Size Me" and some from National Geographic and PBS and show them for free at the site _ or embed them in profile pages at Facebook, MySpace and other social networking hangouts.

Fifteen-second ads will run every eight to 10 minutes, with revenue split between SnagFilms and the filmmakers.

Leonsis, who explored the Internet's distribution potential as vice chairman at Time Warner Inc.'s AOL, said the idea for SnagFilms grew out of his work on "Nanking," his entry into filmmaking.

"Nanking," which won an editing award last year at the Sundance Film Festival and was released in theaters, chronicles the brutal Japanese occupation of the Chinese city in 1937.

Leonsis said the experience opened his eyes to the plight of filmmakers, particularly for documentaries.

"Every year, more and more of these films are being made, and less and less are getting distribution," Leonsis said. "That is a problem for filmmakers and also a problem for the causes these filmmakers have been (championing) when they are telling their story."

Leonsis said he plans to eventually make "Nanking" and his second movie, "Kicking It," available on SnagFilms.

Leonsis is the new venture's majority owner, but he turned to many of his former AOL colleagues, including co-founder Steve Case, for funding. AOL is providing technical and advertising help. Former National Geographic executive Rick Allen, who worked with Leonsis on "Kicking It," will be its chief executive.