On the occasion of the Milan premiere of the blockbuster Mission: Impossible - Dead Reckoning Part One by Christopher McQuarrie, held on 12 July at the Anteo Cinema, advertising agency MovieMedia revealed some surprisingly positive and encouraging results regarding the number of viewers attending Italian cinemas over the course of the first six months of the current year.

These figures seem especially positive, even when compared to admissions in the pre-pandemic period of 2017-2019. As reported in the official press release which was unveiled this week, “they testify to the public’s renewed enthusiasm for cinema-going, with a rise in admissions we haven’t seen in years.”

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Specifically, according to MovieMedia’s interpretation of Cinetel data, the first trimester of this year indicates a 53% rise in admissions compared to the same period in 2022, while the second trimester rose by 56%. The results are largely positive, especially in relation to the pre-pandemic period because, in June 2023, almost 4,589,926 admissions were recorded, compared to 3,993,717 in 2019.

The press release explains that in recent months, “audiences who have attended film projections have mainly been composed of younger viewers, demonstrating a renewed interest on the part of the new generations in experiencing film on the big screen.” To be precise, “action and high budget films, romantic comedies and fantasy productions have proved popular among these viewers.” According to MovieMedia, contributing factors to this trend include “the availability of enticing films, the immersive experience offered by modern film technology and greater awareness of the importance of supporting the film industry.”

MovieMedia has pledged to continue monitoring the market closely and will provide further updates after the summer break. Titles such as Oppenheimer [+lee también:
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