Museum-Sponsored Films
In yesterday's post on films dealing with art as it affects families, I noted that "Summer Hours" (by French filmmaker Olivier Assayas) was "sponsored" by the Musee D'Orsay. At first I had heard that this was a deal by the museum, as part of their 20th anniversary celebration, and that all the filmmaker had to do for the money was include the museum somehow in their storyline. My first response to this was "Good for the D'Orsay." How refreshing to see an institution connect the dots like that.
In "Summer Hours," though, we see selections from the D'Orsay collection used as props. My first response to that was "Yikes...any manner of mishap is likely to happen on a film set...how are they protecting those works?" But my second thought was that this was actually a somewhat questionable, if sophisticated, product placement: you can get money to make your film, but you have to place objets from our collection in prominent locations throughout the story.
Turns out, though, the situation is a bit more complicated. A comment on a film blog offered:
It's a strange story, as there was the idea of a Musee d'Orsay omnibus film (I think) with Assayas, Hong Sang-soo and Hou Hsiao-hsien doing each a part. This fell through because politics interfered and told the museum they were not allowed to sponsor films. The filmmakers, however, simply went ahead and secured financing in other ways and then turned up with three masterpieces (haven't seen the Hou yet, but everybody says so and I am most ready to believe it). (The latest Tsai, Visage, now shown in Cannes, actually *is* sponsored by the Louvre, though. Make of that what you will.)Then a still confusing comment by Assayas explaining the story in this interview on WNYC in which he says
"It started as a commission of the Musee D'Orsay...and they wanted cinema to be associated with the celebration of their 20th anniversary. And so they asked filmmakers from all the over world to contribute segments to what should have been like one collective feature, and so I was the French filmmaker...and I started working on it...[but] I was disturbed by the subject. I liked the idea. I was just... [interviewer: "People giving the old pieces in their collection to a museum rather than keeping it for themselves?"] Yes, that's the story I started... [interviewer: "Which becomes only an element later in the film and I'm not sure that the Musee D'Orsay is 100% happy with the process as you depicted it."] Well, it's...I was a little nervous about it when we were shooting, because they have been nice with us. You know, they are not financially involved with the film. The feature has lived a life of its own...Basically they allowed us to take artworks out of the museum. They lent us pieces they never lend...you know, just really supportive."leading me to conclude (although it's not stated overtly as such) that the relationship Assayas developed while working on the never completed composite film opened the door to getting selections from the museum for Summer Hours.
But what if a museum did wish to promote itself through film, just as a car manufacturer or a soft drink maker does. Is that a problem? They buy ad space ...why not buy it in films? Of course there still is the issue of safety (I cringed while watching a character in the movie wrap a Corot in bubblewrap), but is such a concept an issue or an opportunity?
Labels: art museums, promotions









