Condemi (CEO of Cinecittà): "Reconsidering marketing strategies"
"A powerful and varied selection of Italian cinema is going to Cannes: an important and revered filmmaker such as Marco Bellocchio, another director loved in France and a Palme d’Or winner like Nanni Moretti and a ‘new’ director acclaimed by critics and previously in competition at Cannes like Paolo Sorrentino. The Group will be at the festival to support Italian and European cinema". Massimo Condemi, CEO of Cinecittà Holding as of last December, is particularly satisfied with the Italian presence at the festival.
In an interview with CinecittàNews, Condemi confirmed that marketing is a strategic aspect of the film industry. "I think we need to gradually rethink our approach, selecting several territories in which to build targeted rather than episodic marketing campaigns, with the collaboration of all institutional associations that work to support our product abroad, as well as by directors, actors and producers who should have more than a secondary role in film promotion".
Condemi is thinking in particular of new markets, from Japan to Latin America, "where there is great distribution potential of our cinema. Our films are competitive and should be considered as such, as well an important cultural fact, a prestigious vehicle for the exportation of “made in Italy” products in all their various forms".
(Translated from Italian)
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