Moving Image Partners with Times Square Advertising Coalition and Times Square Arts for March's "Midnight Moment"



FOR IMMEDIATE RELEASE Februrary 24, 2014 ZACH NADER’S FILM FEATURED AS THE MARCH MIDNIGHT MOMENT, PART OF MOVING IMAGE ART FAIR Nader Removes the Products from Commercials to Create a Unique New Film March 1-31, 2014, every night from 11:57 p.m.–midnight ![]()
Image: Still from Zach Nader, optional features shown, 2012. Courtesy the artist and Microscope Gallery, Brooklyn, NY.
(New York, N.Y.) February 24, 2014 — March’s Midnight Moment, a presentation of the Times Square Advertising Coalition (TSAC) and Times Square Arts, features artist Zach Nader’s film optional features shown, which examines what happens when the product for sale is a mere ghost
and the background comes to the foreground. The video will premiere just
before midnight on Saturday, March 1st, and play every night throughout
March from 11:57 p.m.–midnight. For March’s Midnight Moment, TSAC and
Times Square Arts have partnered with Moving Image, a video, film, and new media art fair that will take place March 6-9, 2014, at the Waterfront Tunnel event space in Chelsea.
Nader’s film is comprised of short segments of car commercials in which the text and representations of cars and people have been digitally removed. Nader misuses a software tool meant to aid in the removal of minor imperfections, and the resulting visuals reflect upon the scripted nature of image creation and editing. The all context/no content of the video points to the reliable nature of product choice and advertisement. "I am interested in what is left after the impetus for creating the initial product is removed from the videos. What value remains?" said artist Zach Nader. |
"It's
exciting for an emerging artist, who is appropriating new technologies
and inventing creative ways to dialogue about consumerism, to have
access to the most highly-visible and appropriate platform," says Sherry Dobbin, Times Square Arts Director.
Toby Sturek, Chairman of the Times Square Advertising Coalition, said, "The signs of Times Square are known all over the world as the best place to display new and exciting advertising content. We are delighted to showcase Zach Nader's unique film, which actually removes the products from commercials. March's Midnight Momentwill surely capture the attention and interest of the Times Square shoppers and visitors below.
Tim Tompkins, President of the Times Square Alliance, said: "The Midnight Moment program was conceived as a break from the advertisements shown on Times Square's billboards. In that sense, Zach Nader's film is a true 'commercial break' in that he removes the products from the advertisements to create a unique, creative moment."
"Moving Image is very excited to have an artist from this year's New York fair selected for the Midnight Moment program," said fair co-founders Edward Winkleman and Murat Orozobekov. "Zach Nader's work is perfect for the Midnight Moment
project, and we're thankful to him and Microscope Gallery for proposing
what we are sure will stop thousands of people in their tracks each
night through March."
The following digital screens are participating in the March Midnight Moment:
ABC
Super Sign, American Eagle Times Square, Bank of America, CEMUSA, City
Outdoor, Disney Store Spectacular, JVC Screen, NASDAQ, Spectacolor HD129
/ Times Square Museum & Visitor Center Marquee, ClearChannel HD128,
Spectacolor HD127 / CNN Screen, Times Square Museum & Visitor
Center, Viacom North & South (SL Green Realty) Thomson Reuters, 7TS
(7 Times Square), and V Media Times Square.
Moving
Image will take place March 6-9, 2014, in the Waterfront Tunnel event
space between 27th and 28th Streets with an entrance on 11th Avenue in
Chelsea. Moving Image will be free to the public and open Thursday –
Saturday, March 6-8, 11 a.m.–8:00 p.m. and on Sunday, March 9, 11:00
a.m.–4:00 p.m. An opening reception will take place Thursday, March 6,
6:00–8:00 p.m.
About Midnight Moment
Midnight Moment
is the largest coordinated effort in history by the sign operators in
Times Square to display synchronized, cutting-edge creative content on
electronic billboards and newspaper kiosks throughout Times Square every
night. The program premiered in May 2012 and is organized and supported
by the Times Square Advertising Coalition in partnership with Times
Square Arts, the public art program for the Times Square Alliance, with
additional partners of participating sign holders and artists.
Each
night, Times Square becomes a digital art gallery through dazzling
visuals on select billboards and newsstands. Every show begins at 11:57
p.m. with a "countdown" that signals the start of the three minute
nightly presentation. Past artists featured in the program include
Isaac Julien; Robert Wilson; Tracey Emin; Seoungho Cho; Vicki DaSilva,
Surabhi Saraf, and Elly Cho; Erika Janunger; Takeshi Murata; Bel Borba
with Burt Sun and André Costantini; Brian Gonzalez (aka
Taxiplasm);Björk; JR; Ryan McGinley; Jack Goldstein; Nature Theater of
Oklahoma; Ezra Wube; Laleh Khorramian; Brian Dailey; and Yoko Ono.
For more information on past projects, please visit www.TimesSquareNYC.org/MidnightMoment.
###
Zach Nader
is a Brooklyn-based artist working primarily with video and
photography. In his work, Nader alters existing imagery through the
misuse of common editing software tools. His inquiry addresses the ways
in which elements of anticipation and loss continue to live and
transform through image creation and consumption, both personal and
public. Since his arrival in New York in the summer of 2012, Nader's
works have exhibited nationally and internationally, including most
recently in Israel and Australia. Zach Nader was born in Dallas, Texas
and received his Master of Fine Arts in Photography from Texas Tech
University in 2012. He is represented by Microscope Gallery in Brooklyn,
NY. http://zachnader.com/
Times Square Advertising Coalition (TSAC)
is a trade association comprised of major advertisers, retailers, real
estate firms, media companies and other businesses involved in the
outdoor sign industry in Times Square, along with organizations
representing Broadway and the community. Members of TSAC include: ABC
Regional Sports & Entertainment Sales, Clear Channel Spectacolor,
Daktronics, D3 LED, Digital Domination, Hines Management, Jamestown One
Times Square, Lamar Advertising Company, Landmark Sign & Electric,
Metro Media Technologies, Newmark Knight Frank, North Shore Neon,
P.R.omotion!, Sherwood Outdoor, SL Green, Times Square Alliance, The WOW Factor and Thomson Reuters. www.timessquareadcoalition.org
Times Square Arts, the public arts program of the Times Square Alliance, collaborates with contemporary artists to experiment and engage with one of the world's most iconic urban places. Working with artists and cultural institutions, the Arts Program creates dialogues with Times Square and all of its physical and mythological manifestations. Through the Square's electronic billboards, public plazas, vacant areas and popular venues, and the Alliance's own online landscape, Times Square Arts invites leading contemporary creators to help the public see Times Square in new ways. Times Square has always been a place of risk, innovation and creativity, and the Arts Program ensures these qualities remain central to the district's unique identity. Generous support of Times Square Arts is provided by ArtPlace America and ArtWorks. Visit www.TimesSquareNYC.org/artsfor more information. Follow us on Twitter @TSqArts and Instagram http://instagram.com/tsqarts
Moving Image
was conceived to offer a viewing experience with the excitement and
vitality of a fair, while allowing moving image-based artworks to be
understood and appreciated on their own terms. Participation is by
invitation only. The newly formed Moving Image Curatorial Advisory
Committee for New York 2014 is inviting a selection of international
commercial galleries and non-profit institutions to present
single-channel videos, single-channel projections, video sculptures, and
other larger video installations. http://www.moving-image.info/
Moving Image
March 6-9, 2014
Waterfront New York Tunnel
269 11th Avenue
Between 27th and 28th Streets
New York, NY 10001
www.moving-image.info
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