The panel “CINEMA REVOLUTION”: A RECORD-BREAKING SUMMER concluded today, 9 October, in Rome during the MIA | Mercato Internazionale Audiovisivo.
During the event, data were presented on Cinema Revolution, the iItalian Ministry of Culture’s campaign aimed at boosting admissions to Italian cinemas, which recorded its best summer ever since 1995, i.e. since Cinetel surveys have existed.
Presenting the data in Room 1 of the Barberini Cinema were the Undersecretary of State to the Ministry of Culture Lucia Borgonzoni, Director of the General Directorate for Cinema and Audiovisual of the Ministry of Culture Nicola Borrelli, Cinetel President Simone Gialdini and Stan McCoy, President and Managing Director of EMEA for Motion Pictures.
It was Lucia Borgonzoni who opened the dances of the panel, illustrating to the audience at the Cinema Barberini the encouraging result on cinema admissions obtained through promotion. The Undersecretary for Culture then dwelt on the need to continue supporting this sector: “We have shown that in Italy people go to the cinema and want to go, but we cannot stop, we must ride the wave.”
The second speech was by Nicola Borrelli, Director of the Cinema and Audiovisual Directorate General of the Italian Ministry of Culture, who emphasised the importance of making State measures more sensitive to the sector’s new needs: “All our incentive schemes need to be reviewed; the Italian Ministry of Culture and the Government have given a great deal of help but something still needs to be adjusted. Tax credits must help to create works that make sense, such as those that help young authors. In our current system we treat everyone the same.”
The floor was then passed to Stan Mccoy, President and Managing Director of EMEA for Motion Pictures, who pointed out that: “2023 is the strongest year for cinema in seven years.”
Closing the panel was Cinetel President Simone Gialdini, who illustrated some of the data framing the growth of the last period: “The first four months equalled the second. Summer has always been weaker, but this year 50.3% was recorded in the first and 49.7% in the second. Furthermore, in the second four-month period there was a strong upward trend compared to the average of the last three years pre-pandemic”.
