Simone Gialdini, director general of Anec, during the ongoing Professional Summer Days of Cinema in Riccione, presented the Cinema in Festa project. The event will consist of two annual events, modeled after the French Film Festival, offering moviegoers a five-day window with cinema admission at €3.5. The aim is to boost the in-theater experience, and the event will be enriched by a calendar of meetings and side events.
The first date is set for September 18-22, 2022, but dates have already been set for the next 5 years, until 2026. Together with Gabriele D’Andrea, who is curating the project, Gialdini stressed the intention to consolidate this initiative year after year by making it an increasingly important fixed event. An event that thus aims to build co-marketing and partnership operations.
Cinema in Festa will always take place from Sunday to Thursday, so as to intercept various types of audiences (such as the family on Sunday) and to include new releases from the week of Wednesday-Thursday in the schedule of appointments. The decision to place Cinema in Festa dates in June and September is also strategic to take advantage of major events such as the Cannes Film Festival and the Venice International Film Festival.
In France and Spain, this type of initiative is a key promotional moment for the domestic film industry, as well as an effective tool to keep the box office warm before the summer, typically a critical period for the Italian industry.
