As a follow up to yesterday's post that was connected with cinema, I'm posting today a picture of Rome's Gucci shop with a window dedicated to Sergio Leone's Once Upon a Time in America.
Gucci recently collaborated to the restoration of Sergio Leone's Once Upon a Time in America (1984), presented at the latest edition of the Cannes Film Festival. The fashion brand was part of a film restoration project already in 1998, when Gucci founded the restoration of The Tenth Victim.
Since 2006, Gucci started supporting The Film Foundation, a nonprofit organization established in 1990 by Martin Scorsese that protects and preserves films, Committing to add one film every year to a growing collection of restored titles that currently includes Federico Fellini's La dolce vita, John Cassavetes' A Woman under the Influence, Michelangelo Antonioni's Le amiche, Barbara Loden's Wanda, Luchino Visconti's Senso and Il Gattopardo.
Leone's epic film was restored by the Cineteca di Bologna's lab L'Immagine Ritrovata using the original camera negatives held by the film’s rights holder, Regency Enterprises. Warner Bros. Motion Picture Imaging (MPI) scanned the original camera negatives at 4K resolution.
Apart from the usual restoration processes (frame restoration, dirt removal, de-flickering, etc), the archivists at the Cineteca di Bologna also rediscovered and restored around 20 minutes of the director’s original 269-minute version, so that the film is now closer to Leone's original version.
Saving a film from deterioration and damage is an honourable deed and an activity that should be supported by more fashion houses. Yet paying a tribute to a film with a dedicated window shop (possibly without adding any products and forcing them upon the consumers, as it happened in this case with the brand realising it wouldn't have been apt to put any Gucci products in the window displaying the poster for Leone's film - mind you, they could have tried to showcase one or two accessories from the film...) could be a good starting point as well. Between the '50s-'60s it was actually quite normal to see shops in specific Italian towns dedicating a window to a film release or to an actor/actress/director, and maybe it would be a bad idea to restart this trend.
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