This year cinema is not going on vacation: after the Cinema in Festa (which repeats in September), all Italian and European films, even first-run films, in theaters from 16 June to 21 September, at €3.50. the initiative of the Ministry of Culture, producers, distributors and exhibitors, to lengthen the film season.
For years, Italy has been trying to lengthen the film season, traditionally closed for holidays (with the exception of a few previews and summer arenas), following the example of other countries, where summer is also a good season for releasing blockbusters and first visions. After a first attempt in 2019, the pandemic and the closure of cinemas sent everyone back to the first box, but now things are about to change thanks to Cinema Revolutionan initiative presented on 9 June at the Casa del Cinema (the first stage of a long communication campaign), with the intervention of the proponents of the project, the Undersecretary for Culture Lucia Borgonzonithe representatives of the producers, exhibitors and distributors, and the sponsorship of Paola Minaccioni e Victoria Puccini, who have been keen to bring their support. But what is this revolution all about? In an attempt to (re)educate the public to go back to seeing films at the cinema and not at home (where, as Minaccioni wittily said, films are not seen but one is simply sad because there is no sharing and on the other hand there is an abundance of interruptions and annoyance) and above all to push the younger generations not to see them on their mobile phones but to rediscover the taste of the dining room. Many complain that the ticket price is too high for a family? Below you will find the answer.
All summer at the cinema with Cinema Revolution
On June 11, Sunday, as we already knew, the traditional are back Cinema Dayswhich allow for five days to see any film, of any nationality, in programmingat the price of 3 euros and 50. The initiative is repeated from Sunday 17 September to Sunday 21. But it doesn’t end here, because to give more breathing space to Italian and European productions worth, from 16 June to 21 September films of this nationality (therefore not American and non-European ones) will cost the public 3 euros and 50, even in the case of first releases, even if the ticket price for exhibitors will be normal: the Ministry will provide the rest with the funds provided for by the Cinema Law. Many, about 80 (half of which Italian) films that will be seen, including some comedies such as A monstrous marriage e A dangerous comedy, but also auteur films and the possibility for smaller but valuable productions to stay in the cinema longer and give word of mouth time to work. With the promise that next year there will be more time to involve everyone and enrich the offer. In short, now there are no more excuses for not going to the cinema and rediscovering the convenience of theaters and the offer of Italian and European cinema, which in some cases is of the highest standard. The initiative will be widely publicized with commercials in theaters – three of which we have seen, including one made with the actors at the David di Donatelli awards – and on dedicated websites:
Cinema Revolution: i siti
He has already joined the initiative over 95 percent of Italian cinemas, for a total of 3,000 screens, where all the films already released and many previews of Italian and European cinema will be screened. There are already signs of recovery for our favorite art, with May this year being the first month with positive value since the start of the pandemic. So why stop this beautiful trend? To find out (the list will be updated gradually) the films and the theaters that will screen them in your city, you can already go to www.cinemarevolution.it. There is a reduction for the 10 days between June and September www.cinemafesta.it. Because movies must be seen #soloalcinemalet’s not forget, where it’s a completely different emotion.
