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