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LACMA will rename CineClub

September 05, 2009|From Times Staff Writers

An effort by the Los Angeles County Museum of Art to drum up financial support for its imperiled 40-year-old film program has run into a slight problem just days after it was announced.

On Tuesday, LACMA said that it was starting a new membership opportunity called CineClub, a $50 add-on to any level of museum membership. The money raised is intended to support the museum's film events, outreach and efforts to increase public awareness of the program. Members receive priority ticketing, seating and other benefits.

But what the museum apparently didn't realize is that the same name already is used by the UCLA Film & Television Archive for its membership society. UCLA lowercases the second "c" in the name -- Cineclub -- and has been using it since 2006.

When asked about the naming conflict, a LACMA spokeswoman told The Times: "We're sorry, and we will change our name."

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