The Licensing Program also actively seeks to create new licensing opportunities for products and services with companies whose superior standards make them a good match for the Guggenheim. Current projects include a major license for the sale of Guggenheim textiles with the DesignTex Group, New York. Original and contemporary, the textiles are available for use in upholstery, wall coverings, draperies, and rugs.
You may view examples of location shoots and licensing projects by clicking here: View Examples.
Please note that requests to use stock photography for noncommercial purposes are handled by the Guggenheim's Photography and Permissions Department and may be directed to
imagearchive@guggenheim.org or fax number 212 586 0785. Examples of noncommercial use are reproductions in editorial, scholarly, or trade publications, or use in posters, postcards, and other paper supports sold by exhibition venues.
All revenue generated by the Licensing Program is used to support the not-for-profit mission of the Guggenheim. (Read Guggenheim Mission).
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Review Process for Unsolicited Proposals
The Guggenheim's Licensing Program considers all unsolicited, commercial proposals in the same manner, regardless of whether the proposal is for a motion picture, television program, television commercial, print advertisement, or editorial project, and regardless of whether the project involves an on-location shoot or the use of stock photography or other existing materials.
Proposals are reviewed by the Director of Licensing and a standing committee of interdepartmental staff, who jointly represent the Guggenheim's views on curatorial matters, communications concerns, and legal issues. As a threshold question, the committee considers the merits of the proposal and whether it is an appropriate fit for the Guggenheim name and image. Following the threshold analysis, we may also look to scheduling issues, third-party conflicts, space restrictions, and security needs before proceeding to the stages of fee estimates and contract negotiations.
The Guggenheim is deliberate in its analysis of proposals and selective in its decisions. The process is timely, however, as we also understand and appreciate the fast pace of the production world. Routine proposals are processed as soon as relevant information is received and preliminary answers on the merits are provided as soon as practicable, often within one to two business days. Complex proposals generally require more dialogue and therefore more time.
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Fees
For all commercial proposals that are approved at the preliminary stage, the Guggenheim will provide site tours, if relevant, and a fee estimate. Fees are determined by a number of factors, including the duration of the shoot, the nature of the project, the scope of distribution, the type of media, and the proposed prominence of the Guggenheim name and/or building image in the end property. Expenses are generally billed separately, but may be included in the estimate upon request. Fees will not be waived except in the case of approved documentary projects that are directly related to the Guggenheim's collection or exhibitions; in this instance, the filmmaker will nonetheless be responsible for all expenses of the shoot, including but not limited to staffing, lighting, insurance, and security costs. We offer reduced fees for not-for-profit organizations, and for the Guggenheim's sponsors and members.
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Contracts, Rights, Insurance, and City Permits
The Guggenheim has standard written agreements that must be executed prior to commencement of a shoot or circulation of an advertisement. The agreements include an express license and warranty for use of the Guggenheim's intellectual property; depending on the nature of the project, this will be the Guggenheim's name, building image, artwork, publications, B-roll or photographs. Credit lines, copyright notices, and trademark notices are typically required and specified, where relevant.
In some instances, particularly in the case of contemporary artwork, there may be third-party copyrights or related rights that belong to an artist or estate. The Guggenheim reserves the right to require parties to obtain the permission of artists, estates, or other necessary persons as a condition of entering into a location shoot or licensing agreement.
Insurance is necessary and expected. All shoots approved for the interior of a Guggenheim building require a minimum insurance policy of $2 million of general liability coverage; the policy must name the Solomon R. Guggenheim Foundation as an additional insured. Complex exterior shoots may also require insurance.
Exterior shoots that impact the city streets or sidewalks may require a city permit from the appropriate jurisdiction; in New York, permits may be obtained from the Mayor's office. See www.nyc.gov/film or call 212 489 6710.
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Legal Information
The name Guggenheim and the interior and exterior images of the Guggenheim Museum are registered trademarks of the Solomon R. Guggenheim Foundation. They may not be used for commercial purposes without the express permission of the Guggenheim; this includes the use of Museum building images that are lawfully obtained from an outside stock house or other source.
Unauthorized use of the name "Guggenheim"; images of the Museum(s)' building images; domain names; exhibition names; artwork; photographs; publications; and other proprietary content is unlawful and will be pursued with appropriate legal action.
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