Video: AIOMI Makes Correlation Between Video Games And Art
This April, at the Cartoons Of The Bay Assembly 2010 the AIOMI or the Italian Association for the Multimedia Interactive Works unveiled its first official spot to promote video game culture as art. The spot introduces a gentleman wandering around a museum who stops to admire the Mona Lisa. After a moment of confusion, he notices an NES Zapper dangling from the frame of the painting. As he picks up the light gun he notices pixelated ducks from the world famous Duck Hunt flying in the background behind the head of the Mona Lisa. He proceeds to shoot one duck and then another. He continues to play the game with mounting excitement until the AIOMI logo appears.
Personally,I feel this correlation between the Mona Lisa and Duck Hunt to be a bit on the nose if it is for the purposes of marking video games as an artistic medium. While they were probably both selected to appeal to a large audience, including non-gamers, the subjects are both from such widely separated periods of history, the correlation of classical painting to electronic interactive entertainment seems silly. I fear that its message will not be taken seriously and may in fact do more to push gaming culture away from being viewed as an art form. I would imagine that more modern artwork from the past century would have been more appropriate, like Andy Warhol perhaps, and would have helped promote the idea that popular culture can become a respected and sustainable form of artistic expression. The ideologies feel like they were thrown together to assist AIOMI in grabbing some quick press and making its mark on the map. As a gamer I feel more thought should have been placed into this kind of video spot and urge future attempts be more appropriate in context and presentation.
PRESS RELEASE
A SPOT FOR VIDEOGAME CULTURE
Mona Lisa Duck, the first "serious spot" made by AIOMI for the promotion of the videogame medium
AIOMI, the Italian Association for the Multimedia Interactive Works - Movement for the Videogame Culture (www.aiomi.it), is proud to announce and to diffuse its first official spot for the promotion of the Videogame culture.
During its National Assembly, held on the 17th of April at the Cartoons of the Bay 2010, and introduced by a written greeting of the Minister of the Youth Giorgia Meloni, the founders of the Association, Marco Accordi Rickards and Raoul Carbone, revealed to the public the spot produced by AIOMI in order to promote, valorize and make everyone know the cultural value of the videogame medium.
The video, created by Nicola Ferrarese and Corrado Agnese, makes a creative synthesis between one of the most important piece of art of all times (the Gioconda painting by Leonardo Da Vinci) and one of the most famous videogames in history (Duck Hunt), in order to fight against the prejudices that make people think about videogames like they were only a childish entertainment, showing that also the videogame medium needs its place into a museum, the most recognizable place where one can find every form of art. Mona Lisa Duck is the title of this spot, and it will be just the first of a series of videos that AIOMI will produce in the next months, while waiting for the opening of the ViGaMus in Rome, the permanent Museum of Videogames (www.vigamus.com).
ROCsteady
Posted to Video Games, Videos on 24 April 2010
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