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For decades, Italy’s box office has suffered the summertime blues due to a scarcity of blockbusters from the Hollywood studios, which noted that Italian audiences were more interested in going to the beach than a movie theater. However, that is changing.
The Filming Italy Sardegna Festival, which runs June 13-16 and is Italy’s single start of summer event, is perfectly positioned to become a prime driver for this crucial seasonal push.
Years - Summer - Festivals - Summer - Releases
“I’ve been saying for years that summer festivals should promote summer releases,” says Tiziana Rocca, who launched the fest on the island of Sardinia in Italy last year.
Italy’s push for summer releases is the result of a joint effort between the studios and all sectors of Italy’s film industry, largely prompted by the government that recently got all sides to sit at the table and agree to remove this anomaly that was causing a glut of titles the rest of the year.
Alarm - Bells - Rang - Italy - Admissions
Alarm bells rang after Italy’s admissions in 2018 dropped to just shy of 86 million, the lowest in a decade.
The initiative by local motion picture association Anica, which comprises reps from the Hollywood majors, as well as Italy’s distributors, producers and exhibitors is called Moviement. It is championed by the country’s Culture Ministry Undersecretary Lucia Borgonzoni, who has allocated funds for a campaign to promote summer titles and incentives for theaters that show them.
Effort - Years - Rocca - Times - Audiences
“I hope this effort will last for three years,” says Rocca, “because times have changed and I think younger audiences will respond very positively.”
While in 2018 Italy only had four Hollywood titles on offer during the summer, in 2019 the country will...
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