Eye is the film museum in Amsterdam. It is dedicated to developing a vigorous film culture in the Netherlands. Eye has an extensive and internationally renowned collection. Its programmes, events and services are geared toward the general public as well as specialised groups, and draw upon its unique collection. Eye is respected worldwide for its restoration and research expertise, as well as its significant experience in the areas of education and international promotion and marketing of Dutch films (Eye International). Eye encourages debate and reflection about the role of film and media in society today. It also helps shape film and media policy on a national level. Eye Filmmuseum was founded on 1 January 2010 by merging four important film organisations: Holland Film, the Nederlands Instituut voor Filmeducatie, the Filmbank and the Filmmuseum. Since April 2012, Eye is located in its new building: an architectural landmark in Amsterdam on the banks of the river IJ, behind Central Station.