1943 – Investment in Praesens Film
Migros has a long tradition of film promotion, acquiring an interest in movie company Praesens Film AG as far back as 1943. This commitment is not only intended to promote Swiss film-making: films such as Landammann Stauffacher and Die letzte Chance are also intended to boost the morale of the Swiss population during the difficult war years. One production from this era, Marie-Louise by Leopold Lindtberg, even wins an Oscar in 1946. Although Migros eventually withdrew from the company in 1965, the Migros Culture Percentage remains heavily involved in film promotion today.