The CINEMA REVOLUTION – Che Spettacolo L’Estate initiative has registered a sharp increase in attendance in Italian cinemas, reaching 13 million in the period from June to August 2023.
The results of the first months since the launch of the campaign were presented during the 80th Venice Film Festival, in the panel of the Italian Pavilion, by Undersecretary of State at the Ministry of Culture Lucia Borgonzoni. Opening the meeting were the Vice Prime Minister Salvini, who remarked on the relevance of the initiative from the employment point of view, and the Minister of Culture Sangiuliano, who reminded us of the importance of the MIC’s regulatory intervention. This was followed by the DGCA Nicola Borrelli, the presidents of ANEC Lorini, ANICA Rutelli, CNA Curti, the CEO of Rai Cinema Del Brocco, the Director of 01 Distribution Lonigro, the director of ANICA producers Habib, and the President of Cinecittà Chiara Sbarigia who did the honours.
The data reported during the panel are even more significant when compared to those of past years: compared to the pre-pandemic period 2017-2019, in fact, there was a 40% increase in admissions and a 52.8% increase in takings. Looking only at 2019 the growth stands at 13.6% in attendance and 21.8% in takings. The Ministry of Culture’s CINEMA REVOLUTION – Che Spettacolo L’Estate initiative was launched in early June by ANICA and ANEC and the Fondazione David di Donatello. The initial investment of €20m allowed the price of cinema tickets to be lowered to €3.50. CINEMA REVOLUTION – Che Spettacolo L’Estate opened in June and will close in September with Cinema in festa, the similar project launched in 2022 and in force until 2026, which for ten days a year, five in June and five in September, allows access to theatres at the price of €3.50. For further information please refer to the Cinema Revolution website.
