Webster Athens Professor Spotlights Greece’s Cinema Art Globally

"A River Called Vakirtzis" is a 43-minute documentary that pays tribute to the artistry behind Greece’s iconic hand-painted movie posters — part of the so-called “art of the seven days.”

The film, directed and produced by Panos A. Thomaidis, a faculty member of the Communications and Media Studies Department at Webster Athens, was recently featured at the Los Angeles Greek Film Festival, held May 27-June 8, under the auspices of the Hellenic Republic Ministry of Foreign Affairs and the Greek National Tourism Organization.

The documentary highlights the life and legacy of George Vakirtzis, a master poster artist whose work defined the visual identity of Greek cinema during its golden era of the 50s and 60s.

“After a successful screening at the 27th Thessaloniki Documentary Festival and its cinematic premiere at the Greek Film Archive, we are thrilled to see a film by one of our very own faculty members, Panos Thomaidis, reach an international audience,” said Dr. Susie Michailidis, Vice Rector of Academic Affairs at Webster Athens.

Celebrating Greece’s Lost Art of Cinematic Posters

Based on personal narratives and commentary by artists and cultural figures, the film showcases Vakirtzis’ iconic lithographic and hand-painted posters, reflecting a unique chapter in cinematic and visual history.

From the façades of Athens’ grand cinemas in the 1950s and 1960s, Vakirtzis’s giant, original and bold visual creations invited passersby into the dark allure of the movie theater. The giant posters and lithographic prints were among the few advertising tools available to cinemas at the time to promote new films, which changed every week. That’s why it became known as the “art of seven days.” Today, his posters adorn both public and private collections and have gained international recognition. 

Thomaidis’s film brings not only national attention via extensive media coverage, but also global recognition for Greece’s unique contribution to visual cinema culture. The award-nominated documentary will soon be available on ERTFLIX, the free streaming platform of Greece’s public broadcaster, the Hellenic Broadcasting Corporation (ERT).

“In searching for the boundaries between applied arts and visual creation, what better example than the work of George Vakirtzis, who, through his iconic cinematic giant posters, served the ephemeral marketing of the seventh art through visual communication,” Thomaidis said. “With his creativity and distinct style, he continues to captivate viewers — transcending the fleeting utility of promotional art and earning recognition as a pioneer of Greek pop art.”

Historian and National Gallery of Greece Director Syrago Tsiara in a still from the film "A River Called Vakirtzis," shot during the Astygrafia exhibition. Photo by PATH Ltd.

Vakirtzis’ work — representative of the so-called "School of Athens"—was featured in the Greek National Gallery’s Astygrafia (Urbanography) exhibition as a prime example of urban art. Several of his pieces are now preserved in the Thessaloniki Cinema Museum.

Art historian and National Gallery of Greece Director Syrago Tsiara said, “The way films were advertised at that time is entirely connected to public art. Today, through the lens of visual art, we see how Vakirtzis’ painted work functioned by integrating art into public space.”

"'A River Called Vakirtzis'" not only documents the advertising practices of the golden age of Greek and Hollywood cinema in Greece; it also reveals the distinct character of the Athenian School’s 'reclames (promotional artwork)' and honors the hands-on craftsmanship of the 'seven-day art" creators, who promoted cinema through painting, lithography and traditional typography,” added Anthi Kalomiri, Department Head of Communications and Assistant Professor of Media Studies at Webster Athens.

Director of Photography Zaphiris Epaminondas, left, with director and producer Panos A. Thomaidis, during the production of the film "A River Called Vakirtzis." Photo by Antonis Ricos, 2024

Thomaidis is the co-founder of PATH Ltd., an independent production company based in Athens, Greece. He has more than 35 years of experience working in film, television and commercial production in both Greece and the United States. A graduate of the American Film Institute in Hollywood and holder of an MFA in Film Directing from Art Center College of Design in Pasadena, California, Thomaidis has directed a wide range of works, from documentaries and television fiction to educational, corporate and awareness videos.

"A River Called Vakirtzis" was written and directed by Panos A. Thomaidis and produced by Thomaidis and Thomais I. Thomaidis - Chatzilamprou. Christos Ph. Margaritis served as special advisor on the painting of Yorgos Vakirtzis for cinema. The film’s Director of Photography was Zaphiris Epaminondas, GSC; music by George Hatzinasios; editing by Dimosthenis Raptis; digital image processing by Magikon; and sound studio services provided by Oxyzen.

The film is a production of PATH Ltd., co-produced by ERT, in cooperation with MVN Consultants, with the support of the J.F. Costopoulos Foundation and the contribution of Finos Film. 

About Webster Athens: Webster Athens is the only fully owned and accredited U.S. university campus in Greece, bringing the best of American education to the heart of Athens. Webster is a globally recognized American institution with a strong commitment to academic excellence, global citizenship and cultural understanding. Through programs in Media Studies, international relations, business and more, Webster Athens fosters creativity, critical thinking and cross-cultural collaboration among its diverse student body.