The history is interesting. For Boursicot, it all started at age 10. After having discovered his first treasure, a big poster lauding the merits of Gervais cream cheese, he decided to become the Ali Baba of advertising. The operator of the Cine Madeleine, a local cinema, who found this kid loveable, gave him films of candies (Krema sweets, Miko ices...). The embryo of a collection was born. As a kid, he rifled the waste cans not just any ones but those of film distributors of the boulevard Longchamps who, carelessly unaware, discarded trailers and advertising films. By accumulating his treasures he mixed his passion for posters and advertising with that for the cinema, without imagining, at that time, turning his passion into a business. After his study years, he emerged in Publicis in 1978. There he discovered that no one keeps advertising films. Neither advertisers, nor agencies nor the producers. They all just discard them. Jean Marie Boursicot decided to create his Cinematheque. Today it contains more than 700,000 films and grows each year by 25,000 extra items. In 1981, this cinema fanatic opened up the gates of the temple and created the first Night called Friandises with two objectives: To have his passion shared and to collect the funds needed for the maintenance, restoration of old films and the payment of trips which allow him to criss-cross the globe in search of the rare pearl. The Night of the Adeaters in Paris and the Provinces became an institution gathering 70,000 people in 1984 and beginning its establishment in Europe. The menu made up of 500 films, 480 of which previously unscreened, is always attractive and surprising. International, exotic (Egyptian, Indonesian panorama), historical (from 1898 to the present day), it reflects the vitality and the trends of world-wide advertising No censorship is involved: Alcohol, tobacco and sex are present. Top actors are involved as well as Top level athletes. The great causes are displayed : Nature protection, Aids, Humanitarian Aid, Euthanasia, Organ Bequests... Interestingly, French advertising never represents more than 20 percent of the cocktail and Jean Marie Boursicot considers that henceforth creativity is the stamping ground of South East Asia. The Night of the Adeaters is cinema, show time, a statement of our times, a common language for all audiences. It was fun, easy and had a contagious element of excitement. A night full of surprises in a party-like atmosphere at the Diplomatic Club, which was the official venue. Movenpick was the official hotel; Crystal Studio was the official production partner; MagicBox and LaserFilms were the sponsors. The Night of the Adeaters, organised by The Roots Creative Solutions in Doha, was a prelude to the real thing, and was powered by Qatar Today n The Library The Cinematheque, only structure in the world to have undertaken the task of preserving advertising films, today holds some 700,000 spots on film or video. These works represent the production of 65 countries and cover a period from 1898 to the present day. The oldest film in the Cinematheque dates from 1898 and concerns a promotional document for Sunlight soap. The Cinematheque is nourished chiefly by advertising agencies, by production houses and by advertisers. It receives on an average 25,000 new advertisements every year from which around 500 films are selected for each new edition of The Night of the Adeaters.
Adeaters Chronology 1981 The first night, named Friandises (Candies), took place at the Kinopanorama. Five reels were presented made up of advertising films and trailers, dating from 1935 to 1981. Breakfast was included in the show. This first adventure became a success, The Night of the Adeaters was born. 1984 The Grand Rex opens its doors to the event: eight hours of screening, four breaks with entertainment on stage, the bulk of the programme is made up of retro adverts and, for the first time, we presented a silent film from 1904: Molt & Chandon. The Night of the Adeaters sets out on a tour: Lyon, Bordeaux, Milan and Geneva. 1986 Three nights at the Grand Rex. The audience continues to swell and become involved in the show which turns interactive. Brussels and Amsterdam fill out the tour. 1989 The Night of the Adeaters holds its revolution for two nights at the Zenith. Themes presented included choreography and advertising, Indian cinema and local advertising. Montreal, Quebec, Sydney, La Reunion, Bilbao, Boston and Chicago join the tour. 1990 The tenth Night of the Adeaters. For this great festival, the Palais des Congres welcomes the event. The risk was huge, but so was the success. A new city: London. First televised broadcast of the show. 1993 The programme includes ever more films from the Eastern countries and Asia offers the most interesting creations. 1994 Jakarta, Moscow and St Petersburg allow us to expand our international tour. The Night of the Adeaters pays homage to two humanitarian organisations: Amnesty International and Greenpeace. Australian and South African creations dominate international productions. 1995 Over 200,000 viewers in the world, and new cities: Hong Kong, Bucharest, Copenhagen and Beirut. 1996 The Night of the Adeaters extends its roadshows to Asia. The People Republic of China and the Philippines welcome the event for the first time. Presentation of the first advertising film of movie history, dating back from 1898. 1997 Yugoslavia and the People Republic of China are extensively represented in the Night of the Adeaters, Mexico City and Bangkok welcome the event. 1998. www.nuitdespublivores.com website broadcasts The Night of the Adeaters all around the world, Advertising films celebrate their 100th birthday. 1999 Nineteenth year of the Magnum Night of the Adeaters, Circus is advertising too... The Baltic Republics make their first appearance, Mongolia and Iceland welcome the event. 2000 Jean Marie Boursicot Movie Library celebrates the 20th anniversary of the Magnum Night of the Adeaters. For the first time ever, Iraq welcomes the event with a huge success. Japan joins the big family of the Adeaters... Bringing in new concepts The Roots specialises in creative solutions, marketing and public relations that provide a wide range of promotions consulting services. The Roots is and continues to be one of the pioneer companies in the promotion of and creating a modern Ad industry. The Roots Creative Solutions holds all the rights to broadcasting the show The Night of AdEaters in Qatar. Everyone was impressed with the event. Hearing them honk and hoot all night long was a testimony to the success of the event. It is a great place for people with similar interests to interact. It is heartening that Qatars only business, news and lifestyle magazine, Qatar Today, placed its trust in us and supported us in this novel event. The kind of response we received, has definitely encouraged us to do it again, says Assaf Saleem, Marketing Executive, The Roots. The Roots will soon bring to town the 2006 edition of The Night of the Adeaters.
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