Desire on the move

Desire on the move is a special program curated by Carlo Montanaro, director of  Fabbrica del vedere and regular collaborator of the Festival, specialised in cinema from the origins.

This program is focused on the first advertisements in cinema history. At its birth, Silent cinema already associated the idea of visual persuasion to the promotion, thus setting on film what the art of advertising will be. Thanks to the projection of some difficult finding materials, rarely shown to the public, the very first examples of visual stimulus are unearthed for commercial purposes, leveraging on human nature’s proper desire.

Starting from Edison’s and Lumière’s productions of late nineteenth century, passing to Ruttmann’s experimentations, Seeber e Pinschewer in the twenties’, for finally arriving to MGM’s promo made by Laurel & Hardy in the thirties, the strategies for collecting popular approval of the mass are investigated, though images that bewitch the eyes enchanted of the audience. Commercial communications and the so-called “social advertising” come to life on the big screen.

A SELECTION FROM THE SCREENING PROGRAM:

1893 – Blacksmith by Willliam K.L.Dickson produced by Edison
1896 – Charcuterie mécanique by Luis Lumière
1897 – Adimiral Cigarette produced by Edison
1897 – Deward Scoth Whisky
1896 – Edison Sketched by J. Stuart Blackton,
1899 – Matchess Appeal by Arthur Melbourne Cooper
1907 – Affiches en gorguette by di George Méliès
1906 – Three american beauties by Edwin E. Porter, produced by Edison
1909 – Those Awful Hats by David W. Griffith
1912 – Paris Fashion, produced by Gaumont,
1918 – Le circuit de l’alcool by O’ Gallop (Marius Rossillon)
191.. – Sekt – Zauber produced by Pinschewer,
191.. – Pebeco produced by Pinschewer,
1921 – Newman Laugh–O–Grams by Walt Disney
1922 – Der Sieger by Walter Ruttmann , produced by Pinschewer
1922 – Das Wunder by Walter Ruttmann, produced by Pischewer
1924 – Die Barcarole by Lotte Reiniger, produced by Pinschewer
1925 – Film / Kipho-film by Guido Seeber, produced by Pinschewer
1930 – Kirmes in Hollywood by Julius Pinschewer for Nestle
1933 – Kreise by Oskar Fischinger for Tolirag Agency
1935 – Muratti Privat by Oskar Fischinger
1936 – MGM promo, with Laurel, Hardy e James , MGM

Special thanks to: Fabbrica del vedere and Archivio Carlo Montanaro

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