Appeal Films was incorporated in January 14. However there was a brief flurry of activity from it about 9 weeks ago. It set up an Instagram and posted 1 pic of I guess the 2 guys who are its directors: https://www.instagram.com/p/BFZ1ytRyN9n/

If you want a date as to when AF agreed to go into a joint venture with TH via Heath Films, my educated guess is 9 weeks ago.