ItsArt, Italy's 'Netflix of Culture,' Launches May 31

ItsArt, a streaming platform for Italian cultural heritage, will launch on May 31, 2021. The project was announced a year earlier by Culture Minister Dario Franceschini as a 'Netflix of culture' to replace live performances during the pandemic and continue as a support tool afterward. ItsArt is a partnership between Cassa Depositi e Prestiti and Chili, a Milan-based internet distribution company for films and TV series. The platform will offer live and on-demand content, both free and paid, without a subscription model. It is organized into three sections: Palco (Stage), Luoghi (Places), and Storie (Stories), where institutions and cultural operators can present projects. The initial lineup includes 700 pieces of content from major Italian cultural institutions, including archaeological sites, museums, foundations, academies, and theaters, plus films and documentaries from major production companies. Exclusive streaming events include Claudio Baglioni's concert 'In questa storia che è la mia' from the Teatro dell'Opera di Roma on June 2, and the Maggio Musicale Fiorentino's 'La forza del destino' by Giuseppe Verdi, conducted by Zubin Mehta and directed by Carlus Padrissa of La Fura dels Baus on June 6. Conductor Riccardo Muti will also contribute exclusive content, including orchestra rehearsals and piano presentations. Tickets will be available for presale from early May on major ticketing platforms.