01/12/2006

Producers should involve audiences all the more, making more genre and ensemble films, and medium budget ones at that, with respect to blockbusters. For their part, distributors should better exploit national product, giving greater visibility to films, backing them with innovative marketing campaigns and also involving exhibitors.

These suggestions come from two of Italy’s most prestigious universities – Bocconi and Cattolica – which produced joint research on film distribution and consumption, commissioned by ANEC (the national association of exhibitors) and presented on the eve of the "2006 Autumn Screening".

The research – gathered into a volume entitled “È tutto un altro film. Coraggio e idee per il cinema italiano” – reveals that in Europe, domestic films are the only films that are able to contend at all with US domination at the box office. The most seen and backed Italian films, in terms of print runs, are comedies. The opening weekend seems to be of significant importance.

The bigger studios in particular should thus "increase distribution opportunities of Italian films, such as by supporting Italian distributors’ promotional campaigns by way of more prints". According to the researchers, "there should be greater advantage taken of public funds for national cinema".

Cinemas continue to be the ideal place for the enjoyment of Italian films. Consequently, exhibitors "must facilitate and maintain contact with audiences, by creating cultural and entertainment events".

(Translated from Italian)