The tenth edition of MIA | Mercato Internazionale Audiovisivo was the setting for the panel Italian Cinema Insights: Unveiling the Intrinsic Value of Theatrical and Exhibition.
The event featured a discussion on the state of distribution and the dynamics of financing independent cinema, attended by Tarak Ben Ammar, President of Eagle Pictures, Simone Gialdini, Director General of ANEC and President of CINETEL, Giampaolo Letta, CEO of Medusa, Luigi Lonigro, Director of 01 Distribution and National President of ANICA’s Distributors, Federica Lucisano, CEO of Lucisano Media Group, Massimiliano Orfei, President of PiperFilm and Massimo Proietti, CEO of Vision Distribution with the moderation of Alessandra De Luca, journalist for Ciak and Avvenire.
The first to speak was Simone Gialdini, General Director ANEC and President CINETEL: “From January to March there was a growth in the market (…). Inside out 2 recorded unexpected numbers, and at a time when the European Championships were starting. The summer went well, with a 4% growth in numbers, which helps us understand how we can look forward to 2025 with a positive outlook”.
Giampaolo Letta, CEO of Medusa, then spoke, adding: “Theatrical distribution is the fundamental fulcrum for the creation of value (…). In order to launch a film, investments are necessary, even low-budget films must have a targeted promotion (…) there is now a great selectivity on the part of spectators, who used to be more curious about the story, about the cast, whereas today it is much more rarefied, they prefer to go for the sure thing”.
Massimiliano Orfei, President of PiperFilmdwelled instead focused on the role that streaming platform have for the cinema industry: “For the theatre, what we can do is to have a good product and communicate it well. (…) A fundamental role is played by SVOD platforms (…) we must try to help the platforms. What works in the theatres today is not necessarily what worked before”.
The floor was then passed to the CEO of Lucisano Film Group Federica Lucisano, who added: “Our challenges are the theme of shrinking investments and rising costs, but the most important challenge is to find original concepts that stimulate the audience’s interest”.
On the same subject Massimo Proietti CEO of Vision Distribution stated: “We have to attract people who go to the cinema every three months, even more. We must aim to increase the frequency with which an average spectator goes to the cinema”.
This was followed by Luigi Lonigro, direttore 01 Distribution e Presidente Unione Distributori Anica, who commented. “We need films that speak to the audience; stories are more important than budgets”.
