An oft-heard lament on the part of international distribution is thatItalyis impossible to program in the summer.
The market was down about 50% on the pre-pandemic average.
Oh, my God, Italy!, exclaimed one international distribution honcho at the time.
(L-R) ‘Indiana Jones and the Dial of Destiny,’ ‘Mission: Impossible - Dead Reckoning Part One’ and ‘Barbie’Disney/Paramount/WB
The majors, we hear, are making a coordinated effort to date movies in the summer.
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Thats a shift from previous pre-pandemic years.
But why is Italy so historically difficult to program?
Locally, Borgonzoni tells Deadline, a plan has been activated aimed at bringing audiences back to cinemas.
The difference will be covered by the ministry.
Borgonzoni is confident there will be many Italian and foreign films in theaters.
Italy has seen some uplift in the early part of the year.
Says Borgonzoni, Italian cinemas have suffered greatly from the pandemic.
However, she notes, this is only for Italian films.
