L-R: Lydie Polfer, Mayor of City of Luxembourg; Paul Lesch, CNA Director; Credit: Geoff Thompson

On Thursday 10 February 2022, the Cercle Cité hosted a vernissage for the new exhibition "Hitchcock. The brand." at the Ratskeller (entrance via the Rue du Curé in Luxembourg-Ville).

Paul Lesch, cinephile, film historian and Director of the National Audiovisual Centre (CNA) in Dudelange, whose private collection is on display, including books (he owns around 500 books on Hitchcock alone; there is a large photo of this home library on display), photographs, posters, memorabilia and art, explained that the collection is split into two distinct sections: (a) the creation / development of the brand and (b) the exploitation of the brand. He also revealed that he started his interest in the “Psycho” director when in his early teens. The exhibition also include audiovisual exhibits.

More than 40 years after his death, Alfred Hitchcock remains one of the most famous filmmakers in the world, with his name and images remaining synonymous with cinematographic quality, suspense, macabre humour and originality, amongst other qualities.

One of the trademarks of his legacy are fleeting, cameo appearances of the great man in the films he directed, lasting an average of seven seconds each time in 37 of his 55 films, as well as appearing in trailers for his films. The Alfred Hitchcock Presents television series which launched in 1955 succeeded in elevating the Hitchcock brand, his popularity and fame as he was the first famous filmmaker to also work for television. He also lent his name (for a fee, of course) to several series of anthologies of detective and crime stories, including Alfred Hitchcock's Mystery Magazine from 1956. Hitchcock himself was the author of the best-known drawing of the great man, a self-portrait sketch made up of 7/8 lines.

All these helped build, and enhance, the brand. He also cashed in on his reputation by endorsing a variety of products in advertising, which helped ensure a continued media presence; this continued after his death too, with the likes of Toyota, Absolut vodka, Apple and even the Luxembourgish coffee Roude Léiw. Hitchcock maintained excellent relations with both mainstream and specialised press throughout his career as he was very conscious of their importance of promoting both his films and himself. Photographs also played a crucial role in the Hitchcock brand.

The vernissage was held under CovidCheck 2G+ conditions.

This was the last exhibition at the Cercle Cité under the overall guidance of Anouk Wies, the Artistic Director at the city centre cultural venue: she has been in the position for over twelve years. Luxembourg-ville's mayor, Lydie Polfer, paid tribute to her work and stated that she looked forward to working with her again in the future.

The exhibition "Hitchcock. The brand." is open to the public from 11 February to 10 April 2022 and is linked to the Luxembourg City Film Festival (3 - 13 March 2022) and the Cinémathèque. Access is from 11:00 to 19:00 daily and is free-of-charge. Guided tours are available each Saturday at 15:00 (in English on 19 February, 12 March and 2 April).

Paul Lesch will also deliver a lecture (in French) on 30 March 2022 at 18:30 at the Cercle Cité auditorium entitled "Hitchcock, an actor who can't be ignored". For details, see www.cerclecite.lu.