Scale models, costumes, film sets, photographs and projection equipment – all of these were on display at ITF (Internationale Tentoonstelling op Filmgebied), the large-scale film festival held in The Hague in 1928. The aim was to introduce the public to avant-garde films that were not offered by mainstream cinemas. Films from nine different countries were shown. It was important to draw attention not only to the cultural aspect of the medium of film, but also to the social aspect. Piet Zwart was responsible for all of the graphic design related to the event, from posters to advertising stamps. This poster, to which Zwart added two small photo montages, is simply designed in the Dutch national colours of red, white and blue. The style is entirely in the spirit of the Nieuwe Typografie movement, which used sans-serif characters and eschewed all superfluous ornamentation.
c/o Pictoright Amsterdam/Stedelijk Museum Amsterdam