All new releases on Thursday from October

by Camillo De Marco

25/07/2012 - Film distributors and exhibitors have decided by mutual agreement to merge the day of theatrical film releases in Italy. The chosen day is Thursday, which means that, from October 4, new releases across the country will have the same start day. The initiative will be promoted through a communications campaign in cinemas from September.

“This way, we will have a longer weekend and we give more emphasis to one day, in this case Thursday which, between reductions on Wednesday and releases on Friday, was losing audiences," said Richard Borg, president of the ANICA distributors.

“Merging the day of a film’s release would increase the value of films and strengthen promotional activities all over the country to reinvigorate the sector,” added Lionello Cerri, president of the ANEC, National Association of Film Exhibitors.

“We will capitalise on word-of-mouth which will lend greater stimulus to films at the weekend," stressed Carlo Bernaschi, president of the ANEM, National Association of Multiplex Exhibitors.

(Translated from Italian)