Post on 23-Jan-2018
By- Zahir Khan
Content
About Cinema
London Film museum- case study
National film Archives of India
New marketing suggestions
History of Cinema In 1891, the Edison Company in USA successfully demonstrated a
prototype of the kinetoscope, which enabled one person at a time to view moving pictures
By 1914, several national film industries were established and films became longer and story-telling , or narrative became the dominant form.
Colour was first added to black and white through tinting, toning and stenciling.
The first attempt to add synchronized sound to projected pictures through the movie ‘The Jazz singer’, where synchronized dialogue was incorporated.
Thomas Edison had used perforated 35 mm film in the Kinetoscope and in 1939 this was adopted as the industry standard.
Specialized large-screen systems using 70 mm film were developed and IMAX became most successful of these.
Cult Classics
These movies had invented a new genre in the history of Cinema and an exhibition around them will surely attract audiences
• The first talkie film of Charlie Chaplin
• This was a satire on Adolf Hitler and Nazis
• Black and white classic
The Great Dictator
• This spectacular 15 million dollar epic set in Roman empire starred Charles Heston as a Jewish Prince ‘Judah’
• It set a record and walked away with eleven awards at the Oscars.
Ben hur
• This film is known as the mother of all modern horror suspense genre and inspiration for ‘slashers’.
• The film was nominated for four Academy awards but failed to win any.
Psycho
• It started the trend of Gangster movies
• A massive saga of honour, loyalty and murder
• Based on Mario Puzo’s best-seller
The Godfather
• This movie was produced by Government of West Bengal and is influenced by Italian neo-realism
• Based on a novel, it is the first part of Apu trilogy
PatherPanchali
• Directed by one of the greatest Akira Kurosawa
• The film is known for a plot where characters gives contradictory versions of the same incident
Rashomon
History of Film Museums
In 1898, just a couple of years after cinema arrived on the world stage, the ‘ Pole Boleslaw Matuszewski’called
for the preservation of historically important movies
Film archives preceded the film Museums
Cinema objects were preserved in early periods because of legal or scientific reasons and not for posterity or
display.
Will day initiated the process of collecting cinema ‘memorabilia’ before ‘World War 1’ for an eventful
museum
The National Museum of Photography, film and television was opened to visitors on 16th June
1983.
The Cinema Museum, Girona was inaugurated on 8th April 1998 was the first of its kind in Spain.
London film museum was created in February 2008, is a museum dedicated to the British Film
Industry.
Film Museums across the globe
National Museum of Photography , film and television, Bradford
Film Museum of China
London Film Museum EYE Film Institute, Amsterdam
Movies in Museums
Bram Stoker frequented the museum’s reading room while researching Dracula or the Mona Lisa of Louvre Museum depicted in Da Vinci code
In Thomas Crown Affair, Pierce Brosnan is a billionaire who in one beat bestows generous donations on new York’s Metropolitan museum of Art and in another instance, steals a priceless object from the museum
As Steven Jacob notes- “ In Films the museum provides a kind of harbor to people who are haunted, hiding or are in transit; tourists searching for the commodified strangeness of the exotic; snobs, dandies and iconoclasts in between high culture and mass culture; thieves and spies transgressing law and secret lovers; and characters haunted by mummies, wax figures or mesmerizing painted portraits between life and death”
•Museums were also spaces for characters to show off their cultural credentials, high –falutin tastes and
pretensions which is visible from the movie Manhattan(1979)starring Woody Allen
•La villa Louvre documented the reorganizing of the Louvre during the construction of the great glass pyramid
depicting efforts which goes behind constructing it and showing Louvre as a city in itself
Catch me if you can !
Folks! I’m gonna steal
this shit
How to create demands for Museum?
Take over an empty shop in a shopping centre and take the Museum to people who might never visit a museum
Open later so people can visit after work
Invest in digital capacity(technology and staff) and web and apps to be open 24/7
Open up your collection data through API’s to allow find ways to share your collection
Use free channels like face book, twitter, YouTube, etc. to take your museum beyond its walls.
How to create demand for a Museum?
London Film Museum
About London Film Museum
Museum was founded and created by Jonathan Sands in February 2008, dedicated to the British Film Industry
Museum primarily exhibits original props, costumes and sets from feature films
It was previously Known as the Moveium of London and was originally situated in County Hall
There is a section on how films are made, including information on all the major studios.
Ray Harryhausen Exhibition
This exhibition focuses on the work of Ray Harryhausen and showcases the techniques he used to bring his Dynamation creatures to life. Featuring models and artworks from films such as 'Jason and the Argonauts', 'The Golden Voyage of Sinbad' and 'Clash of the Titans'.
Charlie Chaplain Exhibition
Devised by Leslie Hardcastle, creator of the prizewinning Museum of the Moving Image (1989-1998), in collaboration with David Robinson, Chaplin’s biographer, the exhibition tells Chaplin’s story in six main sections, evoking consecutive phases of his dramatic rise from rags to riches
This exhibition marks a major investment by the museum to produce a spectacular tribute to a great Londoner who they say “remains the single most outstanding figure in all film history. “
Bond in motion
Tuk Tuk Auto
Vehicle from the movie Octupussy
Brief Description
Bond in motion is the largest collection of official James Bond vehicles to ever be displayed in London
The exhibition includes models, production art, props and iconic vehicles
Submarine from ‘The spy who loved me’, ‘Little Nellie’ from ‘You only lie twice’, Gold finger's Rolls-Royce phantom III
Bond in motion has been extended due to demand, and will remain at the London Film Museum till further notice
Marketing Strategies
Type Price (Euros)
Full Price 14.50
Child Price (5-15 years) 9.50
Concession ticket 9.50
Audio tour 5
Students, 65+ and freedom pass holders
free
Outdoor display of exhibits is also organized
The Museum is active on social networking sites such as Facebook and Instagram
Information about Bus, Train, London underground connectivity is provided
Parking
Q-Park is London film museum’s preferred partner
The car park benefits from secure vehicle and pedestrian entrance, improved lighting, CCTV, lifts, free buggy ride etc.
Visitors to the Museum can pre- book their parking
They can benefit from a 10% discount using the code ‘lfm’ when making their bookings
I'm Bond
The above picture features in Museum’s Brochure Exhibition makes everyone feel like Bond
The museum Souvenir shop sells a wide range of licensed James Bond products including ‘Bond in Motion’ souvenirs exclusive to the exhibition
Bond themed coffee shop maintains a refreshing ambience and provides board games
Museum is open seven days a week
Venue Hire
The spaces within the exhibition at the museum is also available to hire for events
The guests will get a chance to be surrounded by some of the most iconic vehicles
Museum provides their own event team with over 25 yrs of experience
They are equipped to advise one on anything from catering, lighting, visual and staffing
Analysis of it’s marketing(SWOT Analysis)
Strength
Rare collection
Character of James Bond is
popular
Weakness
Less visit from film fraternity
Question mark over authenticity of the
objects
Opportunities
Interesting themed exhibitions
Use of technology
Threats
Competition from other cinema
museums
Risk of copyright
Marketing Audit AudienceDevelopment
Major Strength
Minor Strength
Neutral Minor Weakness
Major Weakness
Visitorship Level •Visitorship Diversity •
RepeatVisitorship •
Visitor Service quality
•
Membership Servicequality
•
Visitorship
No. of Visitors
Bond in Motion
Charlie Chaplin
Ray Harryhausen
Reviews(Bond in Motion)
“The London film Museum’s Exhibition offers a chance to get up close and personal with some of the fantastic cars that have been a part of our lives and our cultural identity for 50 years
-Nick Curtis (the evening standard)”
“The Bond in motion exhibition at the London Film Museum is a treasure trove for all the Bond fans” –David Walliams, Actor
“The exposure is incredible, the atmosphere is impressive, there is lot of history in a single place” – Bill Collins, Race Car Driver
VIDEO- BOND IN MOTION
National film Archives of India
Objectives
1.
To trace, acquire and preserve for posterity the
heritage of Indian Cinema
2. To Classify, document data and
undertake research
relating to films
3. To act as a centre for the dissemination
of Film culture
About NFAI
The National Film Archive of India was established as a media unit of the Ministry of Information and broadcasting in Feb. 1964
With headquarters in Pune, Maharashtra, NFAI has three regional offices at Bangalore, Kolkata and Thiruananthapuram
It has a large collection of over 10,000 Films, books and film scripts and over 50,00 photographs
At international level, NFAI supplied several Indian classics for major screening programmes
Marketing
NFAI lacks a concrete apparatus for marketing
Long and Short term film appreciation courses are offered conducted in collaboration with FTII.
The NFAI has recently organized a film festival, ‘Fantastic 1955’ which celebrates movies completing their 60 years.
Films screened were- 1. Devdas (Dilip Kumar)
2. Muninmji(Dev Anand)
3. Shri 420(Raj Kapoor)
NFAI intends to add song booklets and photos, so they give monetary compensation of Rs. 800/- per item
Design a Logo and create a tagline for National Film heritage mission.
We don’t Have a Film Museum
“It is the product which is considered worthy of its preservation rather than the machinery which made it or the ephemera which promoted it” – Stephen Bottomore (Film museums: A Bibliography)
India is the only country to make films in upto 39 languages and dialects, making for an incredibly rich and diverse cinema
Marathi cinema produces about as many films as Italian cinema; Bhojpuri cinema is as Productive as Mexican or Argentine cinema
Still, we don’t have a Film museum devoted towards our cinema and displaying our culture
Upcoming Film Museum
About the Museum
The Government funded National museum of Indian Cinema is set in an elegant 19th century heritage bungalow in south Mumbai
Museum traces Indian cinema’s history form the Black-n-white silent era to its musical modern era
The idea is to celebrate not just Hindi-language bollywoodbut also the films made in the various regions in different languages
We didn’t get much, but we got a few things from donation and purchases said Anil Kumar, head of marketing
Marketing Suggestions (Interaction with the Objects)
In this case, giving a chance to the visitors to sit inside the car and experience the object
Visitors playing with the objects in ‘Star Wars’ Exhibition
While interacting with the objects, visitors will experience them and learn about the efforts which goes into making a movie
Interesting Themes
Cinema history of LGBT in Hollywood movies, organized by Hollywood museum in L.A
On a similar pattern, the cinema history of ‘Parsi’ community in Bollywoodmovies can also be exhibited
Visitors will get a chance to learn about the contribution and influence of a particular community, group or event on Cinema
Parsi's portrayed instrumental characters both in Mainstream and Parallel cinema’s
Michelangelo Antonioni
EYE, the Netherlands is hosting a major exhibition devoted to Italian director Michelangelo Antonioni.
With his famous trilogy The Adventure, The Night and Eclipse, Antonioni became one of the most innovative directors of the 20th century.
Visitors got a chance to see posthumous works of a great director from different cinema who changed the format of story-telling in movies
Technology
In UK public broadcaster the ‘BBC’ in recent years has led the evolution with ‘i player’.
Now one need not wait for their favorite shows on television as it’s an on demand service which allows one to view their programmes online, on mobile phone or television with the click of a button
Getting a view of film museum’s collection while sitting in a lounge or office with a click of a button will definitely build interest
Museum visitors will have an idea and background about the objects while visiting the museums
An access to Museum objects would compel people to visit the Museum once
Icons of Cinema
“Faith of a commercial film industry depends upon multiple icons it produces”- Quentin Tarantino (Director)
Exhibitions could be designed around cult actors
This way museum can benefit by mustering their fans
Exhibitions around figures such as Marlon Brando or Heath Ledger and in the case of India around Dev Anand or Rajnikanth
A villain who became hero
On a similar pattern, exhibition around Late Heath Ledger could be created highlighting his posthumous achievements
Visitors will get to know personal and professional life of Ledger
His stardom can be harnessed to attract visitors
Conclusion
For a Film Museum, marketing plays a vital role although cinema’s involvement makes it popular and famous
Film Museum’s in western countries are successful in celebrating their cinema and culture
For a country like India with even diverse and rich Cinema background, a successful Film museum is still a distant dream
Films are seen as a medium where a director ‘s vision is implied although a film museum , on the other hand , leaves a visitors free to interpret the objects