MioCinema: Italian platform launches to support auteur cinema and theaters

On May 18, 2020, the digital platform MioCinema (www.miocinema.it) launches in Italy to support auteur cinema and movie theaters. It offers on-demand streaming, promotions, original content, masterclasses, and exclusive previews. The platform is a collaboration between Lucky Red (led by Andrea Occhipinti), Circuito Cinema (represented by Antonio Medici), and MyMovies (led by Gianluca Guzzo). Users register for free, choose a local reference theater, and pay per film (€7 for first-run films, €2.90–€3.90 for Cannes Palme d'Or winners). Films are available for 30 days and 48 hours after first play. 40% of rental revenue goes to theaters. The launch film is "I Miserabili" by Ladj Ly, followed by "Dopo il matrimonio" (with Julianne Moore and Michelle Williams), "Il meglio deve ancora venire" (with Fabrice Luchini), and "Matthias & Maxime" by Xavier Dolan. The platform aims to be a digital extension of physical theaters, not a replacement, maintaining dialogue with audiences during the pandemic and preparing for theater reopenings.