MIDNIGHT MOMENT Presents Zach Nader's Film on Times Square Screens
March's Midnight Moment, a presentation of the Times Square Advertising Coalition (TSAC) and Times Square Arts, features artist Zach Nader's film optional features shown, examining what happens when the product for sale is a mere ghost and the background comes to the foreground. The video will premiere on Times Square's billboards just before midnight on Saturday, March 1st, and play every night throughout March from 11:57 p.m.-midnight. For March'sMidnight Moment, TSAC and Times Square Arts have partnered with Moving Image, a video, film, and new media art fair that will take place March 6-9, 2014, at the Waterfront Tunnel event space in Chelsea.
Nader's film is comprised of short segments of car commercials in which the text and representations of cars and people have been digitally removed. Nader misuses a software tool meant to aid in the removal of minor imperfections, and the resulting visuals reflect upon the scripted nature of image creation and editing. The all context/no content of the video points to the reliable nature of product choice and advertisement.
"I am interested in what is left after the impetus for creating the initial product is removed from the videos. What value remains?" said artist Zach Nader.
"It's exciting for an emerging artist, who is appropriating new technologies and inventing creative ways to dialogue about consumerism, to have access to the most highly-visible and appropriate platform," says Sherry Dobbin, Times Square Arts Director.
Toby Sturek, Chairman of the Times Square Advertising Coalition, said, "The signs of Times Square are known all over the world as the best place to display new and exciting advertising content. We are delighted to showcase Zach Nader's unique film, which actually removes the products from commercials. March's Midnight Moment will surely capture the attention and interest of the Times
Square shoppers and visitors below.
Tim Tompkins, President of the Times Square Alliance, said: "The Midnight Moment program was conceived as a break from the advertisements shown on Times Square's billboards. In that sense, Zach Nader's film is a true 'commercial break' in that he removes the products from the advertisements to create a unique, creative moment."
"Moving Image is very excited to have an artist from this year's New York fair selected for the Midnight Moment program," said fair co-founders Edward Winkleman and Murat Orozobekov. "Zach Nader's work is perfect for the Midnight Moment project, and we're thankful to him and Microscope Gallery for proposing what we are sure will stop thousands of people in their tracks each night through March."
The following digital screens are participating in the March Midnight Moment:
ABC Super Sign, American Eagle Times Square, Bank of America, CEMUSA, City Outdoor, Disney Store Spectacular, JVC Screen, NASDAQ, Spectacolor HD129 / Times Square Museum & Visitor Center Marquee, ClearChannel HD128, Spectacolor HD127 / CNN Screen, Times Square Museum & Visitor Center, Viacom North & South (SL Green Realty) Thomson Reuters, 7TS (7 Times Square), and V Media Times Square.
Moving Image Art Fair will take place March 6-9, 2014, in the Waterfront Tunnel event space between 27th and 28th Streets with an entrance on 11th Avenue in Chelsea. Moving Image will be free to the public and open Thursday - Saturday, March 6-8, 11 a.m.-8:00 p.m., and on Sunday, March 9, 11:00 a.m.-4:00 p.m. An opening reception will take place Thursday, March 6, 6:00-8:00 p.m.
About Midnight Moment
Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night. The program premiered in May 2012 and is organized and supported by the Times Square Advertising Coalition in partnership with Times Square Arts, the public art program for the Times Square Alliance, with additional partners of participating sign holders and artists.