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MillimeterMajor Changes Mark 2006 AICP Show
Jan 9, 2006 5:51 PM
Reflecting the expanding media landscape and the ubiquity of digital technology, The Association of Independent Commercial Producers has announced that it is opening entries for the Fifteenth Annual AICP Show to work that appears in non-traditional media. For the first time, commercials created for such alternative media outlets and mini screens as cell phones, iPods, PDAs, plus the relatively behemoth computer, will be welcome to enter the range of technical, concept and special categories in the AICP Show alongside their broadcast (tv and theater) brethren.
As a sign of the newly expanded media to be represented in the Show, the word “Television” has been deleted from its name, which will henceforth be known as The Art & Technique of the American Commercial. The Show’s Call for Entries is available online at www.aicp.com. The deadline is February 15th.
“Contrary to the doomsayers who predicted the demise of the 30-second spots, commercial production isn’t dead; much of it is just changing channels,” said Matt Miller, AICP president and CEO. “There will always be a call for the talent and expertise needed to create motion picture imagery, and the same skills that make a brilliant television commercial are now being applied elsewhere.”
Only in the Show’s Advertising Excellence categories will the internet and emerging media spots be separated from traditional media. The previous Excellence categories—Advertising Excellence/Single Commercial, Advertising Excellence/Campaign and Advertising Excellence/International—will be restricted to spots aired on television or in theaters. However, a new category Advertising Excellence/Non-Traditional will be devoted to the commercials aired on media other than tv and in theaters.
“This is an extraordinary time of opportunities in artistic expression using motion picture imagery for advertising,” Miller said. “The move reflects our Show’s importance in honoring true creative and technical artistic achievement.”
The initial judging of the Show traditionally draws industry professionals from across the nation, ensuring that technical experts are represented in each of the categories regardless of where in the country they are based. Last year, almost 400 participated. In addition, a Curatorial Committee—comprised of AICP commercial producers and joined by celebrated agency creatives, and visual effects, music and editing professionals—is charged with confirming eligibility, appropriateness to category and ultimate disposition of the commercials in the AICP Show.
Aside from the addition of new media, and a new category bringing the total to 25, the 2006 AICP Show will reduce the number of honorees selected for each category from three to two, expanding to three only in the event of a tie in judging scores, or in cases where the Show’s Curatorial Committee makes an exception. The AICP Show does not rank the honorees. Rather, all spots in the Show are presented as equally outstanding examples within their categories.
Established in 1992, in cooperation with The Museum of Modern Art (MoMA) in New York, the AICP Show will recognize excellence in 25 categories of commercial film production, focusing on artistry and technical expertise. The honored commercials are made part of the permanent archives of MoMA’s Department of Film and Media. This year’s the Show’s premiere will take place at MoMA on Thursday, June 8, 2006. Tickets to the event go on sale in May.
Continue the discussion on Crosstalk the Millimeter Forum.