Yesterday, October 6th, the MIA hosted Italian Cinema at the Crossroads: A Reality Check, a lively discussion among some of the leading figures in the Italian film industry. The panel offered an in-depth look at the sector’s strengths and weaknesses, addressing access to public and private funding, audience engagement, and the competitiveness of Italian cinema in the international market.
Gabriele D’Andrea, VP Managing Director of MUBI Italia, highlighted the importance of supporting films with strong cultural identity: “MUBI looks for films that have a cultural impact. Our commitment is to support this artistic vision by connecting with directors who develop original content, as we did with The Substance”.
According to Paolo Del Brocco, CEO of Rai Cinema, the market is showing clear signs of recovery: “The market is finally moving toward a full recovery after Covid. Returning to the numbers we saw in previous years carries even greater significance now, given the major impact of streaming platforms”.
On the topic of audience engagement, Federica Lucisano, CEO of Lucisano Film Group, stated: “Marketing can help attract audiences. Viewers are our primary reference point, and it’s essential to listen to them and understand how to engage their interests”.
Laura Mirabella, Marketing Director at Vision Distribution, emphasized the need to invest more time in the writing process: “What we should do is try to focus more on building the stories and give writers the time to develop a solid screenplay, letting the strength of the story draw in the audience”.
Looking ahead, Annamaria Morelli, CEO of The Apartment, reaffirmed the importance of quality cinema: “We agree on producing memorable, high-quality films, the kind people talk about. We move forward toward 2026 with the same confidence”.
Finally, Massimiliano Orfei, CEO of Piper Film, presented his company’s strategic outlook: “Piper aims to build a local film distribution company capable of competing with the major players. There’s also potential for international integration – that’s how PiperPlay was born. An ambitious project”.
In conclusion, the panel highlighted the importance of maintaining an open dialogue between creativity, industry, and audiences, ensuring that Italian cinema continues to evolve and thrive while preserving its unique identity in an ever-changing global landscape.
