1. Robin Boon, Elena Smirnova, Laurence
Verpoort, Lien Vermeire

2. • Presentation and realisation
• Cooperationwith M
• Communication& marketing
• GrantProposal
• SWOT-analysis

4. Presentation&Re
alisation
• Target audience: fixedfrom the beginning
• Overview of different ideas:
- movie-marathon (5-6 movies/onenight)
- firstmovies of famousicons
- atypicalroles of famousicons
• AdviceHesling: 1920’s-60’s moviesunseen and
unknownby target audience
 start fromcontemporary, popularreferences
to getstudentsinterested

5. Presentation&Re
alisation
• 5 aspectsthat haven taken on a secondlife in
modern culture:
- A quote: “Frankly, mydear, I don’tgive a damn”,
Gonewith the Wind (1939)
- A scene: passionatelove scene at the airport,
Casablanca (1942)
- A soundtrack: Over the Rainbow, The Wizard of Oz
(1939)
- An icon: AudreyHepburn,Sabrina (1954)
- First AcademyAward: Wings (1927)

6. Presentation&Re
alisation
Screenings:
• Location : M Museum
• Program: 5 consecutiveThursdays in April – May
26 April 2012 19.30 – 21.50 Wings
3 May 2012 19.30 – 21.15 The Wizard of Oz
10 May 2012 17.00 – 19.00 Gone with the Wind part
1break
20.00 – 22.00 Gone with the Windpart 2
17 May 2012 19.30 – 21.15 Casablanca
24 May 2012 19.30 – 21.30 Sabrina
• Free admission

7. Presentation&Re
alisation
Framework
• Exhibition
- bystudents, forstudents
- Mecenas students
- example: storyboardGoneWith The Wind (modern version in comic
bookform)
• Guestlectures
- professor Jan Baetens, professor Willem Hesling, Phd-student Tom
Vercruysse
- 15 minutesintroduction
• Handouts
- English & Dutch version
- synopsis, first reviews & fun facts

8. Cooperationwith
M
• Combining the classic and the modern
- architecture
- collection
• Stimulate creativity & allow young artistic
talent to experiment
• Target audience: lack of students visiting the
museum

9. Cooperationwith
M

10. Marketing
&Communicatio
n
• Competition
- Kinepolis and Cinema Zed
- perfect balance of commercial (more
thanZed) and alternative (more thanKinepolis)
cinema
• Poster
mix of classic images and pop-culture

12. Marketing
&Communicatio
n
Advertisement
- Veto: €120 (€40/week)
- Dienst Cultuur
- student organizations

13. Marketing
&Communication
Social media & website
- Facebook
- wordpress page with all information
(projecthollywood.wordpress.com)

14. Marketing
&Communication
Promotionalvideos
- makestudentsrecognise modern references to
Classic Hollywood Culture
Somewhere Over the Rainbow

15. Grant-proposal
Dienst Cultuur KULeuven, € 1528,40
1. Income : € 0
2. Expense:
– Exposition& film screening
– Promotion
– Unforeseencosts (€200)

16. Grant-
proposal
Location 0€
Copyright
- ScreeningRights
• Films 5 * 76 € = 380 €
• Montage 100 €
- MusicRights 5 * 11 € = 55 €
- Taxes 6% * 435 € = 26,10 €
Total: 561,10 €
Filmicmaterial 8,55€ (copy of Wings)
Projectionmaterial 0 € (KULeuven)
Record material 0 € (KULeuven)
Reimbursementstudents 20* approximately 25€ = 500€
(material)
Reimbursementguestlecturers 5 * 20€ = 100€
Printing 5 * (65*0,05€) = 16,25€
Total: 1185,90 €

17. Grant-
proposal
Logo 0€
Printing
- Flyers (A5, 500 p) 500 * 0,025€ = 12,50 €
- Posters (A2, 50 p) 50 * 0,20 € = 10 €
Advertisements
- Student organisations 0€
- Veto 120 €
Total: 142,50 €

18. SWOT-analysis
• Strengths
– Free entrance
– Bystudents, forstudents
– Popular modern culture
• Weaknesses
– Howrepresentativecan 45 studentsbe?
– Bad timing
– Specific target audience

19. SWOT-analysis
• Opportunities
– M-Museum : win-winsituation
– Educational but entertaining
– Geographicallytransferable
• Threats
– Competition
– Threshold