2008 Report: Pulverisation and concentration
The first true economic analysis of the Italian film market, Rapporto 2008. Il Mercato e l’Industria del Cinema in Italia (“2008 Report: The Film Market and Industry in Italy”, published by the Fondazione Ente dello Spettacolo, was presented yesterday at Luiss University in Rome.
It outlines a "pulverised" market the overall vision of which is difficult to identify, with the same holding true for admissions, box office and film company rights. It moreover depicts a market that conforms to the strategies of a few companies concentrated on production, distribution and exhibition.
The report strives to shed light on a market in which there are 9,071 companies operating (their numbers jumped 85.5% from 2001-07), 4,400 of which, however, have turnovers of under €1m. It writes that in 2008, €4bn was earned by limited liability companies; there are 76,442 professionals employed in the industry; and companies average a staff of 22 people.
It further mentions that in Italy in 2008 154 films were produced, 33 over 2007, and €36m was raised from product placement, which covers an average 8-10% of budget costs. In 2007, €437m was allocated in funding by the state audiovisual fund.
"Besides public funds, it is essential to stimulate investment in cinema. Basically, film is profitable if there are initial investments, and if you are able to get your film seen abroad,” said economics journalist Redento Mori, editor of the report.
"Besides state funding there are also international co-productions to turn to," stressed Luciano Sovena, the new CEO of Cinecittà Luce, about which he says, “Our goal is to search for and discover new talent. With regard to first and second films, there is only us and RAI. We try to use what little funds we have as best we can.”
Mario Gianani, the young producer of Offside, behind Marco Bellocchio’s Vincere [+see also:
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(Translated from Italian)
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