In a cinema market in crisis and almost completely devoid of US blockbusters, postponed due to the Covid emergency - except for the highly anticipated No Time To Die, the new Bond arriving on November 12 - Italy 'flexes its muscles' and raises.
This is the philosophy of the remote meeting between Paolo Del Brocco, at Rai Cinema, Luigi Lonigro, director 01 Distribution, Federica Lucisano, at Lucisano Media Group and the director Massimiliano Bruno.
A meeting in which the early release, on October 29 instead of November 26, of an Italian flagship film such as Bruno's 'Return to crime' was announced.
In short, an evident change of strategy to deal with a rather dramatic situation for the entire supply chain.
"A very important decision - defines it Lonigro -. At Christmas there will be no US blockbusters or independent films. In this very difficult situation we have decided to anticipate Bruno's film by occupying the slot of the great Italian comedies. It will be a large release. , about 700 copies, hoping that exhibitors will follow us ".
"As Rai Cinema we have a great responsibility - underlines Del Brocco - but we can field twenty films, from the end of August until January, so that people do not forget about Italian cinema. Our effort, not only to distribute , but also to produce. If American cinema moves - continues the CEO of Rai Cinema - we must make a gesture of responsibility. I only hope that other production and distribution entities can go in this direction and cover any gaps ".
On the government's support for the cinema during the pandemic crisis, explains Del Brocco: "The ministry of culture has intervened in many ways and in an important way. Nothing to say. A proposal was also made in support of distribution that we hope will be accepted. To my friends exhibitors - adds the CEO of Rai Cinema - I just say: 'US cinema steps aside and we are focusing on Italy, now it's up to you too' ".
Dall'Anec applaud the choice: "We welcome the announcement of Rai Cinema and 01 Distribution. Anticipating the theatrical release of Return to Crime by one month is a sign we were waiting for and which shows us the great sense of responsibility in defense of the sector and of our exhibitors ", underlines the president of the exhibitors, Mario Lorini.
On the front of the return to the theater, Del Brocco finally says: "The Venice Film Festival has shown that with a good organization, things can be done. Now I see no difference between the supermarket and the hall, as you go safely to the supermarket. it can also be done easily in the hall. And then - he concludes - with all due respect for platforms, yesterday I wanted to see a series on TV, but I confess that after a quarter of an hour I didn't make it ".
