11/05/2006

Overly arduous rental conditions: this is what exhibitors’ have to say against Sony Pictures, the Italian distributor of Ron Howard’s The Da Vinci Code.

After heavy criticism by the Catholic Church, which asked followers to boycott the film for its attacks against Opus Dei, the film adaptation of Dan Brown’s best-selling novel is now being protested by exhibitors, who have been forced to pay a €5,000 minimum guarantee for the film.

"Burdening exhibitors only because you control the event film of the year is tantamount to subverting the rules," according to Gianantonio Furlan, who runs approximately 50 cinemas in north-eastern Italy. "These kinds of conditions go beyond every standard practice and custom. Those of us who are part of a big group have acquiesced. The small exhibitors, on the other hand, have literally been strangled", says Andrea Stratta of the UCI cinema circuit.

Sony Director General Paolo Simoes rejects such criticism: "A film like this one is a great contribution to the extension of the summer [season]. It comes out in May and could remain in theatres until the last days of August. We could have come out on only 600 screens, but we preferred to give everyone the film. [It will be released on an initial 1,000 screens.] We invested €3m to market The Da Vinci Code and will spend €1.5m for the prints. We’re investing a significant amount and have asked exhibitors to help with the market".

(Translated from Italian)