25/11/2009

In the film season that runs from December 1, 2008 to November 22, 2009, the Italian film market held steady, thanks above all to the novelty of 3D screenings. Local films have lost some of the market share, owing to the growing difficulties encountered by urban single-screen cinemas, which programme most of the domestic titles. Inversely, multiplexes (from 2-7 screens) registered an increase in box office (+8%) despite the economic crisis.

Cinetel data of 2009, presented today by ANICA representatives, shows a modest drop in admissions (-1.04% with respect to last year’s 97,150,057 spectators), while box office gross reached €600,278,677 (3.57% over 2008). "We owe this increase mostly to the rise of 3D", said president of the Exhibitors Association, Paolo Protti, "in which Italy leads the rest of Europe". It is therefore fundamental that the switch to digital projection “take place in a short period of time, at most three years,” added Carlo Bernaschi, who represents multiplex exhibitors.

What most worries Riccardo Tozzi, who represents ANICA producers, is the consistent drop that Italian films registered this year, which along with co-productions came in at 20.76% of the market (17,300,000 admissions), against 27.46% and nearly 23 million spectators of last year. This despite the fact that domestic product dominated the box office top ten of 2008.

The lack of success of Italian titles and independent productions in general is certainly due to the crisis of city theatres, 750 of which have closed in recent years. According to Tozzi, however, it is also necessary "to renew the language of local films and adapt it to audience’s states, the way that American cinema has done in recent years".

(Translated from Italian)