2023-08-28 19:58:10
by Chiara Maffioletti
Lucia Borgonzoni, undersecretary at the Ministry of Culture with responsibility for cinema and audiovisual: «There has been a great return to cinema thanks to targeted actions»
The takings of Italian cinema are back to what they were before the pandemic. A research promoted by Cinetel announces the good news and Lucia Borgonzoni, senator, undersecretary at the Ministry of Culture with responsibility for cinema and audiovisuals, explains: «“Cinema Revolution” (an initiative whereby in the summer months it was possible to see films, especially Italian and at 3.50 euros) recorded a 3% increase in Italian and European cinema compared to the three-year period 2017-2019, returning to pre-pandemic levels”. Cinemas have not shut down this summer “and this has encouraged the American majors to offer even in the summer months a quantity of titles that we usually only have during the Christmas period”.
The total annual attendance is just under 42 million and the total takings amount to 300 million euros. The past one, then, was the second best July ever, behind 2011. In particular, from 11 June to 27 August, 2023 recorded the best result since Cinetel took over admissions, with 13 million admissions ( and an increase of +13.6% compared to 2019). «The cinemas have been unjustly penalized in the pandemic – resumes Borgonzoni -. It was the last place where the masks were removed. People were frightened: a capillary communication campaign combined with targeted interventions was needed».
Actions that led, for the first time on the Italian market, to a second quarter with equivalent weight to the first. “It’s not just about Barbie. Many American films have presented in Italy, from Fast & Furious to Mission Impossible with Tom Cruise. There has been great attention for us», the undersecretary continues. She who specifies: «And we didn’t have leading Italian titles. They will be there next year.” The aim is to reaffirm the beauty of cinema «as a collective emotion. We also talk about it to the kids, in schools ». In the future, she adds, «we will repeat Cinema Revolution. Then we will arrange the tax credit and in the meantime we will reopen a window. And new supports are on the way for show business workers in periods of discontinuity ». A film in theaters not to be missed? “Definitely Oppenheimer.”
August 28, 2023 (change August 28, 2023 | 19:57)
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