Cinema in celebration: from September 18 to 22 at the cinema for only €3.50

From September 18 to 22, 2022, people will be able to go to the cinema for only 3.50 euros, thanks to the new promotional initiative Cinema in festa promoted by ANICA, ANEC, and the David di Donatello Foundation, in collaboration with the Ministry of Culture. “Cinemas are cultural garrisons and the collective viewing of a film is a unique and enriching experience,” Culture Minister Dario Franceschini said this morning during a press conference held as part of the 79th Venice Film Festival. The initiative will involve cinema exhibitors from all over Italy: more than two thousand cinemas will therefore participate in the promotion. “It is important to make theaters come alive,” Franceschini added in the video message, "and Cinema in celebration will help show that experiencing the magic of cinema is a unique and indispensable collective experience that enriches people but also entire territories, neighborhoods and cities."

What will be held from September 18 to 22, 2022, will be the first edition of the project, but it will span five years, until 2026. Inspired by the French Fête du Cinéma, it will include five days when tickets will cost only €3.50 from Sunday to Thursday. There will be two dates each year, one in September and one in June: audiences will be able to see all the films in the regular schedule, but also previews, master classes, and other special events, including in the presence of actresses, actors, directors, screenwriters, and other stars of the entertainment industry.

During his speech, Nicola Borrelli, Director General Cinema and Audiovisual of the Ministry of Culture, said, “Theaters are not only a place for viewing, but they are also cultural garrisons that deserve to be supported with conviction, something we have always done and that, given the particular moment, we will do even more strongly next fall. In addition to the many actions to support the sector during the pandemic, MiC is working on additional initiatives, and Cinema in Festa is leading the way.”

"Cinema in Festa is a strong investment to encourage audiences to return to theaters, and the commitment of exhibitors is key to restoring the role of aggregation that theaters have always played, where audiences go to experience shared immersion," said Mario Lorini, president of the National Association of Cinema Exhibitors (ANEC). “The movie theater must become cool again; there are more than 2,000 screens that will join this important promotion.”

Luigi Lonigro, Anica National Distribution President added,"Cinema in Festa is an important project shared by the entire audiovisual industry. It is a long-term communication path, which does not end now, but will last five years. It will be the movie theaters that will become a place of celebration. There will be a lot of Italian cinema, and we hope this initiative will help relaunch it, thanks also to premieres and talent. Our market needs a jolt and energy, and Cinema in Festa is an example of that." ANICA President Francesco Rutelli also commented on the initiative, “This initiative is a positive message of confidence, which arouses in all of us the curiosity and pleasure of attending Italian movie theaters. The year 2019, before the pandemic, had seen in Italy the greatest European growth in theater attendance with over one hundred million tickets taken out. In the coming months, without masks, without more of those fears that held back the recovery last year, we can work on the 12 months. Our industry must think about a strategic supply chain project, enhancing all the great potential, knowing that without the theater, cinema does not exist.”

“I am happy to point out that in the last decisions we made on the David di Donatello awards we primarily took into account the theatrical release: it is an aspect on which we cannot derogate because it is what gives the warmth and definition of the film. Italian cinema, which is present and of quality, certainly needs a shock; theaters need to become sexy again. Audiences want to go back to the cinema,” said Piera Detassis, President and Artistic Director of the David di Donatello Awards Italian Film Academy Foundation.

Finally, Annalisa Cipollone, Chief of Cabinet of the Ministry of Culture, concluded, “After the great support the government gave to theaters during the pandemic, a new effort is now needed. In this sense, additional support measures will be implemented such as the tax credit for cinemas based on operating costs, which provides rates for small and medium-sized enterprises. We have allocated a fund of 10 million euros to encourage the promotion of theatrical film viewing, fundamental will be the contribution to the associations to understand what kind of initiatives to put in place, significant then the investment contained in the PNRR where we have allocated specific funds for energy efficiency.”

All information can be found at https://www.cinemainfesta.it where, in the days leading up to the campaign, it will also be possible to consult theaters and films scheduled.

Cinema in celebration: from September 18 to 22 at the cinema for only €3.50

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