Film touches everyone - everyone has their own special memories or associations with favourite films. An informed support base is the best answer to those who question the value or validity of an archive's work. And it helps to keep the archive itself honest and in touch with its constituency. For an archive to function effectively, those who use it must be able to trust it completely, in such matters as honouring copyright, handling films with professional care, and providing fair and equitable service. It is developed over time, often through the credibility of the key people involved in the archive.
Many archives have formal codes of ethics.
Like other institutions, archives have to be managed well. They call on a range of skills which to some extent are unique to the field. These include collection management, cataloguing, film copying, restoration and handling, collection development, marketing and promotion, service delivery and exhibition. They include the capacity to think strategically and to set priorities knowledgeably. The skills of the entrepreneur are also welcome.