Italian cinema campaign #Soloalcinema launches with star-studded short film

In collaboration with Anica, Anec, and Cinecittà, the Italian Ministry of Culture has initiated the #Soloalcinema campaign to attract audiences back to cinemas and outdoor summer screenings. Unveiled to exhibitors at Ciné – Giornate di Cinema di Riccione in early July 2022, the initiative will run through August and September. A short film directed by Vincenzo Alfieri, co-written with Federico Mauro, serves as the campaign's highlight, featuring actors such as Ficarra e Picone, Christian De Sica, and Jasmine Trinca. The narrative follows a young girl who, aided by a magical ticket from a mysterious usher portrayed by Paola Cortellesi, enters a film while at the cinema. The slogan is 'Torna a sognare a occhi aperti. Quest’estate vai al cinema.' Lucia Borgonzoni emphasized the ministry's commitment to the growing audiovisual sector.