Shooting Stars
20 February 2018

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Promotional drive for Italian Audiovisual Production

Istituto Luce Cinecittà - Filmitalia was created to promote Italian cinema abroad, and increase the distribution of Italian films on the International market. 

Functioning under the patronage of the Ministry of Culture-Direction Cinema, Istituto Luce Cinecittà plays an an all round and leading role in the promotion of Italian audiovisual production.
Drawing on its own strategic and specialist expertise in the field of marketing and communications, Filmitalia aims to develop tools and gather resources to interact with key targets, and increase the significance of the Italian film and audiovisual industry in both the national and international markets. In order to achieve the significant and ambitious objectives that it has set itself, Filmitalia has identified a series of key steps to be implemented over time in order to encourage foreign sales of Italian film products.
The most important of these are the medium-long term agreements and projects to be pursued with various companies in the sector, the creation of close and dynamic relations between these companies and Filmitalia Spa itself, the provision of training and studies to achieve constant improvement in the film promotion system and finally the creation of new development opportunities.
Filmitalia’s activities include, the collaboration with all of the major International film festivals like Cannes, Berlin, Venice, Toronto, Shanghai, Locarno, New York and London, (although the actual number of international festivals in which Filmitalia is actively involved are over a hundred ), the organization of the national selections, the presence of Italian films and artists in the various festivals, and providing its own expository and promotional space within all the major international film markets designed to provide support to the distributors and other Italian film industry professionals, so as to increase and maintain the industry’s visibility and distribution abroad.
Filmitalia is also involved in the organization of numerous events which take place in countries with strong commercial potential, take for example the Italian Screenings in Italy, the Festival of Italian Cinema in Tokyo, Open Roads – New Italian Cinema in New York, Italian Cinema Festivals in London, Istanbul, Barcelona and Eastern European Countries ("Mittelcinema"); and maintain contacts between the artists, festivals, buyers and the Italian film industry.
Filmitalia runs a bilingual database on Italian film productions since 2000 which can be viewed on our website, an indispensable tool for Italian and foreign sector operators.
Of late the Italian Film industry continues to win international acclaim, thanks to these film festivals, exhibitions, and various promotional events.

Istituto Luce - Cinecittà is the state-owned company whose main shareholder is the Italian Ministry for Culture subsidising its activities on an annual basis. Istituto Luce - Cinecittà holds one of the most important European film and photographic Archive in which are collected and digitally categorized both its own productions, and materials derived from private collections and acquisitions by a variety of sources. It is a largeaudiovisual collection concerning the history of the twentieth century, and it has also been inscribed by UNESCO in the registry “Memory of the World”. Istituto Luce – Cinecittà distributes and supports domestically the theatrical releases of Italian first and second time feature films; moreover distributes films and documentaries made by Italian and European directors and guarantees they are given an adequate release in the national market. Istituto Luce - Cinecittà’s institutional work includes promoting Italian cinema both at home and abroad by means of projects dedicated to the great authors, actors and personalities of the past and their classic films, as well contemporary ones. These projects are presented in collaboration with the most relevant cultural institutions of the world: the Academy of Motion Pictures, Arts and Sciences, UCLA, University of Berkeley, MoMA, British Film Institute, Institute Lumiere, CinemathequeFrancaise and many others. Istituto Luce – Cinecittà cooperates with major film festival such as Cannes, Berlin, Buenos Aires, Toronto, Shanghai, Tokyo, Locarno, New York, London, etc, by organizing national selections, guaranteeing the presence of Italian films and artists in the various festivals, and by providing multifunctional spaces to help the promotion of our cinematography and it is the reference place for all Italian and foreign operators. It is also involved with the direct organization of numerous Film Festival around the world: The Italian cinema festival in Tokyo, Cinema Italian Style in Los Angeles, Open Roads – New Italian cinema in New York, The Festival of Italian cinema of Madrid, London and Istanbul, The Mittelcinemafest. Istituto Luce - Cinecittà also owns a film library, Cineteca, containing around 3000 titles of the most significant Italian film productions, subtitled in foreign languages, which serve in promoting Italian culture at major national and international Institutes around the world; also in collaboration with the Italian Ministry for the Foreign Affairs. Restorations and new prints are added every year. Istituto Luce - Cinecittà is responsible for editing a daily on-line news magazine: CinecittàNews ( which delivers the latest breaking news on the principal activities involving Italian cinema as well as its developing legislative and institutional aspects.

Since July 2017 Istituto Luce-Cinecittà is in charge of managing the legendary Cinecittà Studios and postproduction labs, founded 80 years ago (1937), property for 20 years of a private company. Following the acquisition of Cinecittà Studios, Istituto Luce-Cinecittà takes over responsibility for the management of theatres located in Via Tuscolana, with the production design creations, the executive production, and a variety of fundamental services for the realization of feature films, TV movies, TV series, and the development of new media. The new project incorporates the activities of Cinecittà Digital Factory, the Studios’ digital centre: from post-production to restoration (a lab for analogic production will be reinstated, too) to the conservation of works produced by third parties. Moreover, Luce-Cinecittà takes over the activities of Cinecittà District Entertainment as well: exhibitions, events, touristic reception, and a broad service of production and circulation of merchandising, press and audio-visual materials, all branded Cinecittà.