Italian Cinema: A New Deal to Unite Distributors, Theaters, and Film Commissions
At Ciné – Giornate di Cinema, the summer industry gathering held every year in Riccione where Italian film distributors present their upcoming release slates to industry professionals, a major agreement was signed between three of the country’s leading film organizations: ANICA (the National Union of Film Publishers and Distributors), ANEC (the National Association of Cinema Exhibitors), and IFC (Italian Film Commissions, the national association of regional film offices).
Distributors, movie theaters, and Italy’s regional film commissions are joining forces: with this new memorandum of understanding, the three groups have committed to building a more stable channel of collaboration to promote Italian films by drawing on the very regions where they were shot. The mechanism is simple: since the regions that host a film’s production can also become active partners in launching and promoting it once it’s released, the agreement calls for a more systematic exchange of information among the three parties, covering productions in progress, filming locations, and theatrical release schedules, so that local promotional efforts can be better targeted and more effective. The agreement also introduces shared operational tools designed to facilitate coordination among industry players, supporting premieres, events, and local initiatives tied to the films.
Jacopo Chessa, president of IFC, noted that in recent years Italy’s regional film commissions — the local offices that support film productions, similar to state or city film offices in the U.S. — have evolved from simple production-support bodies into genuine centers of cultural production, helping reshape the very geography of Italian storytelling on screen. A more structured partnership with distribution and exhibition, he added, is therefore a valuable piece of the work film commissions are already doing across the country.
Paolo Cesare Orlando, the newly elected president of ANICA’s distributors’ branch, emphasized that promoting films through their home regions has become as much a cultural and social tool as a marketing one, capable of drawing audiences back into theaters. Fabrizio Larini, president of ANEC, said the agreement strengthens ties across the different branches of the industry, with direct benefits for theaters and value that extends from cultural impact to Italian cinema’s international standing, all the way to the economic benefits generated for the entire sector.
The agreement also includes periodic monitoring of results, with the stated goal of building, over time, a collaboration that brings together the expertise of the industry’s different players — strengthening films’ presence in theaters while showcasing the cultural heritage of the regions that made them possible.
Source: Italianfilmcommissions.it
Share:
The US Box Office Wins Back Audiences: Summer 2026 Compared to Previous YearsRelated Posts
At Ciné – Giornate di Cinema, the summer industry gathering held every year in Riccione where Italian film distributors present their upcoming release slates to industry professionals, a major agreement was signed between three of the country’s leading film organizations: ANICA (the National Union of Film Publishers and Distributors), ANEC (the National Association of Cinema Exhibitors), and IFC (Italian Film Commissions, the national association of regional film offices).
Distributors, movie theaters, and Italy’s regional film commissions are joining forces: with this new memorandum of understanding, the three groups have committed to building a more stable channel of collaboration to promote Italian films by drawing on the very regions where they were shot. The mechanism is simple: since the regions that host a film’s production can also become active partners in launching and promoting it once it’s released, the agreement calls for a more systematic exchange of information among the three parties, covering productions in progress, filming locations, and theatrical release schedules, so that local promotional efforts can be better targeted and more effective. The agreement also introduces shared operational tools designed to facilitate coordination among industry players, supporting premieres, events, and local initiatives tied to the films.
Jacopo Chessa, president of IFC, noted that in recent years Italy’s regional film commissions — the local offices that support film productions, similar to state or city film offices in the U.S. — have evolved from simple production-support bodies into genuine centers of cultural production, helping reshape the very geography of Italian storytelling on screen. A more structured partnership with distribution and exhibition, he added, is therefore a valuable piece of the work film commissions are already doing across the country.
Paolo Cesare Orlando, the newly elected president of ANICA’s distributors’ branch, emphasized that promoting films through their home regions has become as much a cultural and social tool as a marketing one, capable of drawing audiences back into theaters. Fabrizio Larini, president of ANEC, said the agreement strengthens ties across the different branches of the industry, with direct benefits for theaters and value that extends from cultural impact to Italian cinema’s international standing, all the way to the economic benefits generated for the entire sector.
The agreement also includes periodic monitoring of results, with the stated goal of building, over time, a collaboration that brings together the expertise of the industry’s different players — strengthening films’ presence in theaters while showcasing the cultural heritage of the regions that made them possible.
Source: Italianfilmcommissions.it
Share:
The US Box Office Wins Back Audiences: Summer 2026 Compared to Previous Years
