Italian promotion setting its sights on China, Russia and Latin America
by Camillo De Marco
- CANNES 2014: At Cannes, the creation of a strategic co-operation between ANICA, ICE and the Istituto Luce Cinecittà has been presented, with a budget of double the size
China, Russia and Latin America are the emerging markets on which ANICA, ICE (The Italian Trade Agency) and the Istituto Luce Cinecittà will focus their activities in terms of promoting Italian cinema.
The establishment of this co-operation among the three institutions, which was presented during the Cannes Festival, brings together various resources and strategies, under the auspices of the Italian Ministry of Culture - MiBACT.
“The resources for promotion will be more than doubled compared to last year,” (when they totalled €800,000) guaranteed Riccardo Tozzi, president of ANICA. “Italian cinema is going through a very dynamic period. The Oscar awarded to The Great Beauty [+see also:
interview: Paolo Sorrentino
film profile] honoured a film, but it also proves that there is a phase of modernisation under way in our industry.”
(Translated from Italian)