MIADigital

The press conference presenting the seventh edition of the MIA International Audiovisual Market was held today, 13 October 2021, in the Sala Grande of Palazzo Barberini.

The event was introduced by Francesco Rutelli, President of ANICA, and Giancarlo Leone, President of APA, who focused on the importance of MIA in discovering the world of audiovisual production, in a year in which the market, despite the pandemic, has not stopped. In this regard, President Leone stressed the current value of the audiovisual industry, equal to € 1 billion, excluding the entertainment industry.

During the conference, the Minister of Culture, Dario Franceschini, also spoke about the importance of the cultural role of cinema:

The fund for the audiovisual market has increased from €150 million last year to €160 million (…) and the €300 million recovery fund for the film industry has been essential in the recovery of the sector. (…) It is necessary to build synergies between online platforms and cinemas, in order to see a big growth in the market.

Then Anna Ascani, Undersecretary of State at the Ministry of Economic Development, took the floor and stressed the centrality of new technologies in the economic growth of the market, which in turn represents a cornerstone in the country’s economy. Nicola Zingaretti, President of Regione Lazio, regarding the seventh edition of MIA, underlined the global nature of this event and how it represents a sign of further relaunch of the sector. Regione Lazio itself has in fact increased its commitment to support cinema, in particular by doubling the endowment of the Lazio Cinema International call for proposals up to 10 million Euros.

Carlo Ferro, President of ICE – Agency for the promotion abroad and the internationalization of Italian companies, then highlighted the Agency’s support for companies in all sectors, with the aim of taking advantage of the internationalization offered by digital technology to modernize and renew the cinema industry.

Lucia Milazzotto, Director of MIA – Mercato Internazionale Audiovisivo, then spoke about the fundamental role of MIA, which in 2021 will be hybrid in its form, safe in presence and online, thanks to technological innovations and new media players. In a completely innovative formula, already inaugurated last year, making MIA the first hybrid event in the industry thanks to the MIADigital platform.

The conference was concluded by Roberto Fiorini, Regional Manager UniCredit Centro, who expressed his enthusiasm for the partnership with the International Audiovisual Market, highlighting its international relevance.