Filmmaker Launches Streit’s Matzo Gallery Exhibit on Avenue A this Week

Posted on: April 11th, 2016 at 8:47 am by
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Passover is coming, and Streit’s Matzo is again the topic of conversation. In anticipation of the Jewish holiday, imminent demolition of the matzo factory, and release of Matzo and the American Dream, documentary filmmaker Mike Levine has curated an eponymous gallery show for the subject matter.

“Matzo and the American Dream: The Exhibition” launches at Art on A this Thursday (April 14).

It’s basically an exhibit of Streit’s-related photgraphy, art, and actual equipment from the former Rivington Street factory. For three weeks only, the space will serve as a kind of pop-up headquarters for the film; the trailer will loop on television screens and gallery-goers will have a chance to buy tickets for the week-long run at Film Forum.

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“Since Streit’s saved literally everything but the ovens from the old factory, we’re going to bring in pieces of machinery, such as the matzo cutting machines, wire matzo baskets, etc and have them on display,” Levine told us in a recent conversation. “We’ll also be projecting old footage from the factory (circa 1940s) on the back wall.”

For hanging art, they will have archival photo prints from the factory (circa 1940s) and old Streit’s advertising, along with contemporary prints by Joseph Holmes and gold-leafed matzos by artist Judi Harvest. Special events with guest speakers are also planned.

And, of course, “moichandising” to make Yogurt proud. Streit’s matzos, t-shirts, hats, and other gear will be for sale.

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Levine was quick to stress that Matzo and the American Dream is not an advertisement for – nor controlled by – the Streit’s brand (i.e. no editorial input).  “It was actually my idea to do this – basically I couldn’t deal with the idea of Streit’s not having some sort of presence in the neighborhood around Passover!”

The installation runs through May 5, 24 Avenue A.

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