26/04/2013 - An increase by 115% in documentaries, lyrical works, art exhibits, rock concerts, and cinema classics. The ANEM conference shows signs of a cinema industry ready for new products and new audiences

Cinemas’ digitalisation in Italy is helping the diffusion of alternative types of content: documentaries, lyrical pieces of work, art exhibits, rock concerts and classical cinema. In 2012, the number of these jumped from 28 in 2011 to 93, with revenue rising from €1.3 million to €2.8 million, representing an increase of 115%. Overall, this still only represents 0.47% of the total cinema market share, but with the diffusion of digital technologies, this share is only set to increase.

These topics – including alternative contents, digital multi-programming, and the ways in which cinemas can be transformed into offering different packages in order to attract new audiences – were at the centre of the Quale digitale, quale cinema, quale programmazione (what type of digital, cinema and programming) conference promoted and organised by ANEM (Associazione Nazionale Esercenti Multiplex) and by the cinema general directorate at MiBAC, which took place on April 23 in Rome at the Eataly Roma megastore.

Nicola Borrelli, general director for cinema at MiBAC, is convinced of digital technology’s great potential, also in its satellite adaptation. “There are some movie theatres that still need to adapt to the new technology, and it is here that the state will intervene.” This will take the form of tax credits, tax credibility, but also virtual print fees – a model by which distributors and practitioners contribute to digital investments, put in place by workers. “It is also fundamental for practitioners to adapt and learn from the technology’s new possibilities in order to bring new audiences into cinemas,” Borrelli added. 

(Translated from Italian)