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Country Focus: Italy

Summer audiences, domestic market share on the rise


- Admissions went up in August while domestic films conquered 24% of the local market in the first eight months of 2010.

According to data from Cinetel (which represents 85% of the entire market) in August 2010 admissions sold in Italian cinemas increased – by 29% over August 2009 – despite the fact that new blockbusters were released only in the second half of the month.

Overall, just over 4 million tickets were sold, 900,001 over the 3.142 million sold in August 2009. These figures were already on the rise in July of this year, which registered a 3% increase in sales over July 2009.

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As a result of increased ticket prices from 3D screenings, there was also a consistent rise in box office takings compared to 2009: +12% in July, +30% in August.

The box office balance of the first eight months of the year is a positive one. In 2010, 67,040 tickets were sold, 16% more than the same period in 2009, with revenues of €450.9m, which is 26% more than last year.

Also from January 1 – August 31, Italian-origin films (including co-productions) enjoyed a 24% market share (compared to 21% in 2009). US titles snagged a 67% share (64% in 2009), while the remaining films made up 9% of the market (down from 15% in 2009).


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