At the end of 2012, Girard Perregaux announced that it was the exclusive designated timepiece and founding sponsor of the new ‘Academy Museum of Motion Pictures’ and launched its first print advertising campaign.
The American Academy of Motion Picture Arts Museum is located in Los Angeles. It is the first non-profit history museum in the United States to collect film historical materials and promote the development of film art. It is expected to open in 2016.
In order to commemorate and promote the film art promotion partnership program, GP Girard-Perregaux will launch a new advertising special this spring featuring the precious photos collected by the Academy of Motion Picture Arts, and the college’s collection of photos reaches 10 million.
The photo used in the first print advertisement is a photo taken by Alfred Hitchcock, the most respected ‘master of suspense’ in movie history, holding a clapper at the shooting scene of ‘Psycho’. This photo has a symbolic meaning. On behalf of the start of the classic ‘Shocking’, it also marked the official launch of the partnership between Girard Perregaux and the Academy.
The ad title ‘Mechanics of Dreams’ cleverly expresses Girard-Perregaux and the academy’s mastery of watchmaking and film art, both of which are full of moving stories, possessing fascinating and even transcending time and space.
Bill Kramer, Managing Director of Development of the Academy of Motion Picture Arts and Sciences, said: ‘We are very excited to work with watchmaker GP Girard-Perregaux to create a museum. Both parties strive for excellence in technology, unremitting innovation, and the same philosophy.’
The museum is located in the historic Wilshire May Company building in downtown Los Angeles. It was designed by renowned architects Renzo Piano and Zoltan Pali. The “Academy of Motion Picture Arts and Sciences” collection and archives will be transferred here, including 10 million photos, more than 146,000 sets of movies and videos, 80,000 scripts, 46,000 original movie posters, 20000 Production and costume design drawings, as well as a large number of costumes, props, movie production equipment, and behind-the-scenes production description files of filmmakers.
American Academy of Motion Picture Arts
The Academy of Motion Picture Arts and Sciences is made up of more than 6,000 film festival veterans. It is the world’s premier non-profit film industry organization and the organizer of the annual Academy Awards ceremony. Candidates and winners are selected by college members by voting. The college annually organizes a series of public education activities, exhibitions, funding institutions and activities related to film development, and is committed to promoting the development of film production technology; the college’s Margaret Herrick Library and archives are responsible for the collection, restoration, and conservation of film and related film history Supplies for film-savvy students, historians, entertainers and the public.