05/02/2003

The guidelines of the Minister for Culture

In December 2002, Giuliano Urbani, the minister for culture and the controlling shareholder, sent a set of Guidelines to the new board of administration of Cinecittà Holding,

The aim of this document was twofold: to find the guidelines to create a programme of activities for 2003 and anticipate the most complicated reorganisation process ever undertaken by the Group. “We must set up a system that can recognise, cultivate and encourage the quality and professionality of the film and audiovisual sector”.

A brief look at the 15 key points contained in the Minister’s letter.

1. To guarantee an extended coordination by the Holding of communications activities of all the Group’s undertakings with special reference to Internet services which must be strengthened;

2. encourage the use and development of new digital technology with programmes of support and training, and by means of direct agreements with Italian and European operators;

3. To initiate an analytical study to improve the management and administration of the heritage represented by film rights owned by the State, with an appropriate return of investments for films financed by the state and assisted by the Guarantee Fund;

4. encourage, in collaboration with the Direzione General del Cinema (Film Board of the Ministry for Culture) of the creation of a single centre for the collection, analysis and diffusion of economic data (costs, revenue and the impact of the economy on the sector), both of a qualitative and anagraphic nature of Italian cinema, to supply Italian and European industry operators with a clearer view of the sector and its use, and support future selective financing policies;
5. explete a more incisive and efficient promotion in Italy of the national and European product by means of special projects, in agreement with the ministry;

6. to develop coordination of the film commissions in order to improve the services they offer;

7. activate strategies that favour new investment and the participation of a large number of national and European operators in technical industries:

8. favour the function of cinema as an instrument for promoting knowledge of Italian and European history;

9. strengthen the educational functions of Istituto Luce for more and improved promotional and didactic activities;

10. rationalise Istituto Luce’s documentary production activities, in collaboration with the National Film School, with special attention for the national and international promotion of the Italian cultural heritage;

11. maximising the commercial exploitation in Italy and abroad of Istituto Luce’s historical archive and completing its transformation into the digital format;

12. improve the distribution activities of Istitute Luce by preparing a balanced package of Italian and European films, exploitation of the products and their release into markets;

13. strengthen Istituto Luce’s management of the “circuito cinema” circuit to favour European and Italian films. Get European partners interested in creating an European cinema circuit;

14. initiate and encourage the gradual privatisation of the Italia Cinema agency, and the advent of the leading foreign distributors and/or professional associations;
15. speed up and encourage fully the promotion of Italian cinema abroad, which must respond to the strategic priorities coordinated by the Holding, including marketing aimed at maximising the impact in European and international markets, in collaboration with foreign operators.