The J. Paul Getty Museum

Agency:   The Hollywood-Madison Group
Program: “Photographers of Genius” (exhibit launch)
Manager: Jonathan Holiff

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Brendan Fraser, Marcia Gay Harden, and Benicio Del Toro among Getty spokespersons

Brendan Fraser and Jonathan Holiff at recording session (Burbank, CA)

HOLLYWOOD: Movie stars Brendan Fraser, Marcia Gay Harden and Benicio Del Toro recorded special public service announcements promoting the “Photographers of Genius” exhibit at the J. Paul Getty Museum. The spots aired in the Los Angeles market.

Celebrating twenty years of collecting photographs at the Getty, the exhibit spotlighted the genius of thirty-eight seminal photographers selected from the hundreds of artists represented in the collection, including: Gustave Le Gray, Julia Margaret Cameron, Eugène Atget, Alfred Stieglitz, August Sander, André Kertész, Man Ray, Edward Weston, Brassai, Henri Cartier-Bresson, Manuel Alvarez Bravo, Walker Evans, Dorothea Lange, Weegee, and Diane Arbus.

Highlights included selections from Atget’s signature views of Paris, Stieglitz’s portrait of Georgia O’Keeffe, Weston’s distinctive nudes, and Arbus’s images of women.

The radio campaign marked the first time Hollywood celebrities were employed in support of the venerable institution. “Photographers of Genius” was the Getty’s spring Premiere Presentation. The exhibition ran from March 16 to July 25, 2004. Weston Naef is curator emeritus in the Department of Photographs at the J. Paul Getty Museum.

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Jonathan Holiff of The Hollywood-Madison Group secured the celebrities, produced the spots, and licensed the rights to use the stars’ names and likenesses for a period of one year.

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