OREANDA-NEWS. May 04, 2011. Troika Dialog and State Central Museum of Cinema proudly announce the signing of a strategic partnership. The project envisages joint work on a wide range of exciting cultural and charitable events and programs. According to Zoya Guschina, Director of Marketing at Troika Dialog, “The State Central Museum of Cinema not only carries on the legacy of classical Russian and world cinema, but also performs an educational mission, informing about momentous events, people and films, shaping modern cinema culture and charting the way forward for the Russian and world cinema industries.” According to Ms Guschina, the new advertizing campaign is rooted in the profound cultural significance of the film industry. “Troika Dialog places a very high value on film and the role it plays in society, an area we wish to incorporate into our client communications, and not only in terms of ‘image,’ but in a social context as well.”

Naum Kleiman, Director of the Museum of Cinema, said, “Our museum seeks to be the ‘navigator’ in the world of cinema. Who shapes the public’s tastes? This task is assigned to many organizations: museums, cinema warehouses, etc. And yet, unfortunately, many of our collection items have never been exhibited. We have approximately 400 thousand exhibits, of which more than 100 thousand are already described in the electronic catalogue. We’re pleased that, thanks to Troika, we’ve gained the opportunity to display at least some of them to the broader public.”

In the near-term Troika Dialog aims to launch a new advertizing campaign on financial products using objects from the Museum of Cinema’s collection – old posters, cinema technology and props used during the filming of famous Russian movies. Materials developed and created under the new campaign will be used in sales offices, the press and outdoor advertizing, as well as an online-advertisement and on Troika Dialog’s website. One of the first joint projects will be a “virtual museum” appearing on the pages of “Bolshoi Gorod” magazine.