This 60 second spot ran in numerous French film theaters during the events of May, 1968, when the future of the Cinémathèque Française under the leadership of Henri Langlois was in jeopardy. French cultural minister André Malraux, at the direction of then-president Charles de Gaulle, tried to fire Langlois, who had founded the Cinémathèque Française, and was a hero to young cinéastes. The reaction was immediate – Truffaut, Godard, and the rest of the French Nouvelle Vague directors simply weren’t going to let this happen.
The protest against Langlois’ attempted dismissal quickly became an international affair, even in the pre-internet era, and filmmakers around the world threatened to pull their films from the Cinémathèque’s collection unless Langlois was reinstated. Eventually, Malraux backed down, and Langlois was restored to his post, though with reduced government funding. This advertisement played a small part in the affair, and it’s refreshing to see two world renowned filmmakers coming to the defense of cinema as an art form.
Here’s a rough translation:
Godard: “In general, films are shown commercially for seven years. After that, they’re shown in art theaters, like this one.”
Truffaut: “If their life can sometimes be extended, it’s thanks to Henri Langlois’ efforts in preserving them at the Cinémathèque Française.”
Godard: “If you’ve chosen to see the film you’re about to see tonight, or if you like to see a film you enjoy several times, you are already a friend of the Cinémathèque.”
Truffaut: “So become a member of the Committee for the Defense of The Cinémathèque Française now.”