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PROMOTION Italy

Discussions on foreign markets at the Bif&st

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- After an Oscar for The Great Beauty, a reflection on one of Italian cinema’s down points: presence in foreign markets. The discussion will take place on Wednesday in Bari through a round table for workers from the industry on the topic of promotion

Discussions on foreign markets at the Bif&st

What does Italian cinema need to do to get ahead abroad? The response will come this Wednesday at a round table organized by Bif&st taking place in Bari, in collaboration with SNGCI (Sindacato Nazionale Giornalisti Cinematografici Italiani), the Italian union for cinema journalists. 

The event will kick off at 4pm at the Teatro Margherita. It will be the opportunity to reflect on the industry after The Great Beauty [+see also:
film review
trailer
interview: Paolo Sorrentino
film profile
]
by Paolo Sorrentino won the Oscar for Italy after sixteen years.

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The Italian cinema’s weak point, despite recent highs, remains the space it takes up in foreign markets: between 2003 and 2012, exports more than halved for cinema, television and videos – going from €162 to €66 million. The negative trend was confirmed in 2013 with a fall of 60.7% for exports. 

In the same decade, imports doubled: going from €120 to €240 million. In order to get Italian films back on foreign markets, investment is key – in terms of promotion and marketing – offering more economic support to foreign distributors and working in new cultural and geographic areas, expressing a great demand for made in Italy products.

After an introduction by Bif&st head, Felice Laudadio, the round table will kick off, moderated by Laura Delli Colli: Roberto Cicutto, head of Luce Cinecittà; Riccardo Tozzi, head of Anica; Giorgio Gosetti, director of Venice Days; Franco Montini, head of SNCCI – the national union for Italian film critics.

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(Translated from Italian)

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