● Spanning 100+ years of the Hindi film industry, Google Arts & Culture exhibit features over 120 stories and over 7000 multimedia assets
● Global-first exhibit unveiled at International Film Festival of India 2023 by Hon’ble Minister of Information and Broadcasting
● Supported by 21 partner institutions in India and globally
Goa, 20 November 2023: In a one-of-its-kind initiative to digitize the century-long history of the globally celebrated Hindi film industry, Google Arts & Culture today launched the largest ever online exhibition on Hindi Cinema. Accessible both to film enthusiasts and the public free-of-charge on the Google Arts & Culture platform, the exhibit leverages technology, such as Google’s Augmented Reality and Street View to offer an immersive experience across over 120 expert-curated stories and over 7000 assets, including approximately 5000 hi-res images and more than 1500 videos, posters and songs related to films spanning early classics such as, “Manthan,” to modern blockbusters. The exhibit is a culmination of Google Arts & Culture’s partnership with 21 cultural organizations, including National Film Archive of India, The Museum of Art & Photography, and Yash Raj Films.
Unveiling the exhibit at the International Film Festival of India 2023’s Film Bazaar, Hon’ble Union Minister of Information and Broadcasting, Youth Affairs and Sports Anurag Singh Thakur, said: “Films remind us of the power of gathering as a community to appreciate and celebrate the art that defines us as a society. I’m pleased to see the enduring appeal of the cinematic experience becoming accessible to audiences in India and around the world and given a special home online. I encourage everyone to visit the Hindi Cinema exhibit, both at the Film Bazaar and online on the Google Arts & Culture platform, and regale in the magic and history of an artform that has been shaping our culture for well over a century, and is a cornerstone of our society and our global soft power.”
In his address at the opening of the Film Bazaar, Sanjay Gupta, Country Head & Vice President, Google India, said: “The power of storytelling to bring together peoples, cultures, and communities is truly exceptional, and a timeless hallmark of Indian history and heritage. Films add a new level of immersion and wonder to storytelling – overcoming literacy barriers, catering to India’s linguistic diversity, and effortlessly engaging people across the spectrum. This is a baton we too proudly carry at YouTube with its promise to give everyone a voice, and to show them the world. We’re deeply committed to the twin responsibilities YouTube serves to accelerate the democratization of storytelling – of propelling the works of India’s film industry, creators and artists towards larger audiences both in India and abroad, and of leveraging bleeding-edge AI and machine learning to support a thriving ecosystem that safeguards the needs of creators and protects our platform’s viewers.”
Describing the exhibit, Amit Sood, Director, Google Arts & Culture said: “Together with 21 partner institutions from India and across the world, Google Arts & Culture has crafted an online homage to the brilliance of the movie making culture in India. This tribute is the combination of the passion of cinema experts, curators and cultural organizations. We are grateful to their important contribution in making Hindi Cinema even more accessible for everyone and together with them, we are very much looking forward to expanding it in the future.”
The exhibit is built to help visitors and film enthusiasts immerse themselves in the world of Hindi cinema, traversing the history of Hindi filmmaking through stories about iconic films and industry legends, and through a 3D virtual gallery space and virtual Hall of Fame featuring posters, film archives and music. Immersive street view captures will guide visitors on a 360-degree virtual tour of Mumbai’s iconic Art Deco theaters like Liberty and Regal Cinemas, while Augmented Reality technology will enable them to project hand-painted posters and banners of iconic films onto walls with their smartphones.
Speaking at the occasion, Prithul Kumar, Festival Director – IFFI and Film Bazaar said: “Cinema is a universal language that transcends borders and brings people together, and this year’s festival promises to be a testament to the power of storytelling through the lens of the camera. We’re thrilled to join hands with Google Arts & Culture and enhance the richness of this exceptional cinematic journey with valuable archival content.”
The exhibit also features fascinating conversations hosted by Anupama Chopra with industry veterans Shabana Azmi and Karan Johar as part of a specially-commissioned video series with Film Companion.
An interactive space at the week-long Film Bazaar at IFFI 2023 highlights key aspects of this online exhibit, helping festival delegates experience the magic and nostalgia of Hindi films in person.
