American Marketer


Jaeger-LeCoultre builds on Oscar anticipation for Los Angeles film exhibit

February 13, 2017

The set of "Tall Tale"; image copyright Buena Vista Pictures Disney The set of "Tall Tale"; image copyright Buena Vista Pictures Disney


Swiss watchmaker Jaeger-LeCoultre is providing an intimate look at some of cinema’s most well-known faces through a public exhibition.

Ahead of the Academy Awards on Feb. 26, the brand is co-presenting “The Art of Behind the Scenes,” which features candid photography shot on-set of movies, at the Los Angeles gallery KP Projects. The timing of this exhibit will reach consumers as Hollywood is top-of-mind.

Pictures behind the pictures

The exhibit curated by Finch & Partners opened Feb. 11 and will run through Feb. 26 at KP Projects.

This marks the first time that this exhibition has traveled to Los Angeles, as well as the first time it will be on view to the public.

The first series of photographs were on view in Cannes in 2015 for a private dinner. The next year, Finch & Partners teamed with Jaeger-LeCoultre, bringing the second series to Cannes and the New York Film Festival.

After earlier appearances that ran concurrent to Cannes (see story) and the New York Film Festival (see story), this marks the first time that this exhibit will be open to the public.

The display pays homage to the photographers who documented the work that went on behind-the-scenes of iconic films such as “From Here to Eternity” and “Pulp Fiction.”

Audrey Hepburn

Actress Audrey Hepburn relaxing by a pool while filming 'Two for the Road' in St. Tropez

Audrey Hepburn is shown relaxing on the set of “Two For the Road,” while David Bowie sits in the makeup chair for “The Man Who Fell to Earth.”

The prints featured in the exhibit will be available for sale online and at the gallery. A portion of the proceeds will go to the Ghetto Film School, a nonprofit organization that looks to develop the next voices in filmmaking through programs at both the pre-professional and early career stages.