Bethpage, N.Y.--In an attempt to increase the audience for
independent movies, the Independent Film Channel last week said it has partnered with the
American Museum of the Moving Image.
The AMMI will showcase IFC's original documentaries on film
and filmmakers via screenings at its New York museum.
"We have very similar programming styles," said
David Schwartz, the museum's chief curator of film and video. In addition to silent movies
and classic Hollywood films, the AMMI also emphasizes new, independent films.
Like IFC, the museum features digital- and broadband-video
projects, said Caroline Bock, the cable network's senior vice president of marketing and
The AMMI and IFC plan to present two or three productions a
year at the museum, branded "The IFC Filmmaker Series." They will begin this
summer with a documentary on independent filmmaker Donald Cammell.
"You can do things with a museum program differently
from what you can do on television," Schwartz said, including showing films on the
big screen and holding discussion groups.
Bock said IFC and the museum are talking about taking the
program on the road to introduce independent films to midsized markets that might not have
local independent movie theaters.
The museums that IFC would tour "draw a younger, hip
crowd, the 18-to-34-year-old audiences," Bock said. "They've seen enough of the
multiplex -- both in the theater and on air."