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

1. By- Zahir Khan

2. Content
 About Cinema
 London Film museum- case study
 National film Archives of India
 New marketing suggestions

3. 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.

4. Cult Classics

5. These movies had invented a new genre in the history of Cinema and an exhibition
around them will surely attract audiences

6. • 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

7. • 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
Pather
Panchali
• 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

8. 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

9. 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.

10. Film Museums across the globe
National Museum of
Photography , film and
television, Bradford
Film Museum of China

11. London Film Museum EYE Film Institute, Amsterdam

12. 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”

13. •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

14. Catch me if
you can !
Folks! I’m
gonna steal
this shit

15. 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?

16. London Film Museum

18. 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.

19. 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'.

20. 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. “

21. Bond in motion

23. TukTukAuto
Vehicle from the movie Octupussy

24. 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

25. 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

26. Outdoor display ofexhibits is also organized
The Museum is activeon socialnetworkingsites such as
Facebookand Instagram
Informationabout Bus, Train,London underground
connectivityis provided

27. 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

28. I'm Bond
The above picture features in Museum’s Brochure
Exhibition makes everyone feel like Bond

29.  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

30. 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

31. 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

32. Marketing Audit
Audience
Development
Major
Strength
Minor
Strength
Neutral Minor
Weakness
Major
Weakness
Visitorship
Level •
Visitorship
Diversity •
Repeat
Visitorship •
Visitor
Service
quality
•
Membership
Service
quality
•

33. Visitorship
No. of Visitors
Bond in Motion
Charlie Chaplin
Ray Harryhausen

34. 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

35. VIDEO- BOND IN MOTION

36. National film Archives of India

37. 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

38. 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

39. 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)

40.  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.

41. 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

42. Upcoming Film Museum

43. 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 bollywood
but 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

44. 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

45. Interesting Themes
Cinema history of LGBT in Hollywood
movies, organized by Hollywood
museum in L.A

46. On a similar pattern, the
cinema history of ‘Parsi’
community in Bollywood
movies 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

47. 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

48. 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

49. An access to Museum objects would compel
people to visit the Museum once

50. 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

51. 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

52. 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