UCLA

Despite the city’s reputation as a culture dominated by the commercial entertainment industry, Los Angeles has had a long tradition of alternative and independent moving-image exhibition, developed explicitly in opposition to (or in tandem with) its Hollywood forebears. This thesis examines the history of alternative moving-image exhibition and provides two case studies of current non-profit media arts organizations, examining their respective approaches to curation, outreach, marketing, and governance, as a way of identifying sustainable approaches to alternative moving-image exhibition in Los Angeles. For each venue, unstructured interview sessions were held with executives and curators, identifying the organization’s mission, stakeholders and the communities that the institutions serve. I explore the way curatorial decisions are made, marketing strategies for programming, and the role of the board in each organization’s programming and operations. Finally, I argue that these venues represent a new model of exhibition that emphasizes a highly contextual yet inclusive approach to curation distinct from the dominant arthouse film culture.