UFA – these three letters embody a century of film and television history. Founded in December 1917, the “Universum Film AG” quickly became the most important film production company in Germany. Today, the “UFA GmbH” is the industry leader in German television production. In the special exhibition Die UFA – Geschichte einer Marke, the Deutsche Kinemathek is showing the strategies with which this commercial enterprise reacted to aesthetic and technical developments, as well as to the general social and political conditions of its times. Not surprisingly, this special exhibition is also an exemplary reflection of the development of audiovisual media from World War I to the present.