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Veneto Region for quality cinema
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About this good practice
The objective was to bring the public back into the theatre, build their loyalty, offering the opportunity to enjoy arthouse, author and national cultural interest cinema which struggles to find programming space in cinemas.
The scheduled works were carefully selected with preference to quality Italian and European products, innovative both from a directorial point of view and from the attention paid to environmental issues, civil rights, violence against women, etc.
The favourable price set at 3 euros is an invitation to the public to choose different works, indeed of quality, which - probably - could never be seen in theatres outside of the initiative in question in the participating cinemas.
Film industry professionals were brought into the cinema to interact with the spectators, briefly introducing the audience to the work being programmed, in such a way to be able to conduct a debate with the spectators at the end of the screening.
Training lessons carried out by teachers and trainers from the University of Padua, Bologna and Udine were organized for the exhibitors to train them both in cinematographic language and in their relationship with the public.
The main stakeholders were Professors and trainers from these universities, professionals in the cinema industry, film critics. The beneficiary was the public in cinemas.
Resources needed
Veneto Region defined the funding for this initiative.
5 people within AGIS-ANEC Padua offices were employed.
Also external services contributed for web, social and IT aspects, as well as a press office for the best
promotion and dissemination of the initiative.
Evidence of success
This practice began in 2008 and is still re-confirmed every year, achieving great success with the public.
Potential for learning or transfer
The first positive aspect is the attention paid, through the very low price, to people and families more in difficulty.
This is a practice that can easily be exported to any territorial area. The price is regulated at 3 euros to “push” the viewer to choose the vision of a filmic work which, probably, at full price he would never have chosen. In this way the public is given the possibility of a wider choice everyone can access the cinema to watch the film in its appropriate location.