Italian government launches Cinema Revolution with €20M for €3.50 movie tickets

The Italian Ministry of Culture has launched Cinema Revolution, a summer promotional campaign supported by €20 million in funding, offering tickets for Italian and European films at €3.50 until September 16. Over 3,000 screens across Italy are participating. The initiative is complemented by Cinema in Festa, a collaboration between distributors and cinemas running from 2022 to 2026, with reduced-price tickets from June 17-21. The first edition of Cinema in Festa in June 2023 attracted over 1.2 million viewers, an 80% increase compared to the same period in 2019 and 187% growth over 2022. Deputy Minister Lucia Borgonzoni emphasized cinemas as cultural and social hubs. Luigi Lonigro, President of ANICA Distributors, noted that major US blockbusters will also be released day-and-date with the US. Mario Lorini, President of ANEC, expressed optimism for autumn. The campaign's slogan is "Che Spettacolo L'Estate."