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The AFI or the American Film Institute was established in 1967 to allow proliferation of the film studies, create awareness and to award the pioneers of American cinema. It was created as a non-profit organization by the National Endowment for the Arts which feared that cinema would otherwise become a lost art (the public's attitude had a lot to do with the establishment of the institute). The creation was of the AFI saw cinema's being recognized, preserved and some given the ‘heritage' status. It did a lot to define western cinema which was till then not known much throughout the world, except the popular flicks.
Nurturing American Cinema
One of the most recent activities of the AFI in this decade was the re-opening of the AFI silver theatre in Maryland in 2003. The AFI was born as an outcome of demands by the people of the American cinema who wanted their works to be preserved, honored and acknowledged. Initially it received quite a lot of funding from NEA and the Motion Picture Association of America. Interestingly, it was the automobile maker, Ford who donated generously from the foundation created by them. Since the AFI is a non-profit organization, it works on large endowments and sponsors who keep chipping in from time to time.
Actors of the new generation also contribute quite a lot to the cause by holding charity functions and auctions, amongst other activities. Of recent estimates, the AFI has cataloged a little over 50,000 films and counting. The earliest of such cataloged films are from 1893! The 50,000 mark is just till the mid-70s only! Cinema was recognized as a culture essential for the historians to study especially if one was to study the cultural history of America. It is currently an online database with an ‘encyclopedic' form of film entry. Most of the films even have criticism in the database from notable film critics (including positive and negative reviews). Later on the database was expanded further and around 15,000 films post 1970s – till date adores the website.
AFI Festival
To keep the money coming in and also to advertise the institution by spreading awareness is the annual film extravaganza known as the AFI fest. Critically acclaimed and rare films are shown here, including the old ones from the database as well as new entries (recent releases). The festival awards the 10 best films of that year and also showcases other world cinema, though there have been many criticisms regarding this. The organizers have maintained the fact that cinema after all is an art and there shouldn't be any barrier to good pieces of art.
The film festival is held in Los Angeles, CA. Other festivals hosted by the institution also include the SILVERDOCS which basically is a festival for documentaries. The AFI fest 2010 holds something for everyone as the movies range from documentaries to animated movies and more! AFI has evolved as being a mere festival organizer to become a conservationist of western cinema as apparent from the type of promotional strategies that it uses.
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