Los Angeles, California (March 20, 2013) – Swiss watchmaker Girard Perregaux announced at the end of 2012 that it is the exclusive designated timepiece for the new ‘Academy Museum of Motion Pictures’ And founding sponsors; the American Academy of Motion Picture Arts Museum is located in Los Angeles, and 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 picture of Alfred Hitchcock, the most respected ‘master of tension’ in film history, holding a clapper at the shooting location of ‘Psycho’. This photo is symbolic and represents The filming of the classic ‘Shocking’ that year 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.
Michele Sofisti, CEO of GP Girard-Perregaux parent company Sowind Group, said: ‘Timepieces and the art of film witness the passage of time, but they have lasted forever, and have eternal value.’
Bill Kramer, Managing Director of Development at the Academy of Motion Picture Arts and Sciences, said: ‘We are very excited to work with watchmaker GP Girard-Perregaux to create the museum.
The museum site is located in the historic Wilshire May Company building in downtown Los Angeles. Designed by renowned architects Renzo Piano and Zoltan Pali, the museum has an exhibition hall, theater, screening room and education center. The “Academy of Motion Picture Arts and Sciences” collection and archives will be transferred here, including 10 million photos, more than 146,000 movies and videotapes, 80,000 scripts, 46,000 original movie posters, 20,000 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.