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The film by The Pushkin State Museum of Fine Arts became a winner of the Paris Play Film Festival

26.07.2017

The video dedicated to the permanent display of the Pushkin State Museum of Fine Arts has won the nomination “Best Commercial” of the Paris Play Film Festival. First, it became laureate of June and later, won an annual competition as Best of the Best.

On 23d of May the promotional video “From the museum’s point of view (perspective) ” was published on the museum’s YouTube channel. The video is confined to the 105th anniversary of the PSMFA. It invites visitors to the permanent display of the museum and shows the celebrated artworks of the collection, such as the Fayum portrait, the Art of Ancient Egypt, the Old masters paintings, Impressionists and Post-Impressionist Art. In short promotional video you can see artworks by Hans Holbein the Younger, Pablo Picasso, Kunichika Toyohara, Henri Matisse, Lucas Cranach the Elder, Jean-Honoré Fragonard, Henri Rousseau and other masterpieces.

Platon Infante-Arana, the clip-maker: “The point of view” in this particular video is a metaphor of not only an artist, but the artwork itself as a crystallized perspective through which the viewer can see. What is in between of these kind of perspectives? What does arise in between of them? In this video, we had been experimenting with a certain sphere located between artworks of various… epochs and cultures. This “in between” sphere transmits a new dimension to antique, but does not depraves it. Essentially, a museum is a place where these kind of associations of the past transforms into a new quality.

Evgeniya Kiseleva, the head of the Marketing and Public Relations Department: “It is very exciting and of a great current interest to tell in one minute about the museum which collection includes more than 700 000 artworks of various epochs and cultures. In search of new terms of communication with a new audience, museums have to reduce their massages to the shortest possible. “From the museum’s point of view” reminds us of the idea that there are as many angles of approach to the artworks as pairs of contemplating eyes.

Videoclip "From the museum’s point of view" became an intro to another project that represents contemporary artists reflecting on the Сlassic art. Eleven short clips shows an alternative perspective to the subjects of celebrated artworks, which became a part of the world history of art.

Paris Play Film Festival is an independed festival. The juri decides the winner in  each of fifteen categories: Best Drama Short , Best Documentary Short, Best Animation Short, Best Feature. The screening of nominees 2017 took place on the Champs-Elysées, July 3rd, at the movie theatre LE BALZAC. 

The clip-maker - artist and director Platon Infante-Arana, Project manager – Evgeniya Kiseleva, Producer – Yuliya Rykova. Commissioned by The Pushkin State Museum of Fine Arts.

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