As many as 13 million admissions in Italian theatres were recorded during the period June 11-August 27, 2023, with an increase of +13.6 per cent compared to 2019, the pre-pandemic golden year, and a significant jump of +40 per cent compared to the period 2017-2019. These are some of the Cinetel data cited today as evidence of the success of “Cinema Revolution“, the summer campaign of the Ministry of Culture with the support of Cinecittà to bring audiences back to theatres, presented at the Lido during the second day of Venice 80. Culture Undersecretary Lucia Borgonzoni, Culture Minister Gennaro Sangiuliano and Deputy Prime Minister Matteo Salvini were also present underlining the importance the government attaches to the initiative in support of cinema. The plan, it was recalled, rested on an unprecedented investment of about 20 million euros of Ministry funds and was developed in three directions:
- Communication, with a multimedia promotional campaign on the project.
- A discount on the ticket price applied directly to the viewer at the box office for viewing Italian and European films.
- The direct involvement of international operators, who proposed a summer season full of titles.
“Cinema Revolution” made Italian and European films accessible to the public at only 3.50 euros during the period June 16-September 16, supplemented at two times, June 11/15 and September 17/21, by “Cinema in Festa,” in which it is also 3.50 euros for U.S. and non-European films, and contributed significantly to the increase in theatre attendance. More than 1.1 million admissions were recorded, an increase of +69% over 2022. Overall, the box office recorded +13% growth over the same period from 2017 to 2019 and a remarkable +82% over last year. From May 18 to August 27, total admissions for 2023 were over 17.5 million, registering +1.7% growth over 2011, +2.8% over 2019, and a remarkable +29.3% over the three-year period 2017-2019. 2023 also recorded the second-best July ever, second only to 2011. “Nothing like the experience in the hall,” Sangiuliano stressed, “gives unique emotions when the lights go out. “In many territories,” Borgonzoni recalled, “theatres represent the only social and cultural garrison present. We must ensure that these activities have a solid future, not only for our country’s economy but also to keep our communities alive. The positive data reported by Cinetel show a constant interest of the public and a significant contribution to the vitality of the film industry. Our intention is to propose the “Cinema Revolution” initiative again next summer.”
