Happy Cinefamily was presented. Fun starts with the family, the new initiative of the Ministry of Culture that will kick off on September 26 and continue until December 31, 2025. The project provides a fixed reduction of 2.50 euros on the price of admission for each of the members of the household - parents and children under 12 - for viewing Italian and European films (excluding those from the United Kingdom). The discount, applied directly at the theater, will be fully reimbursed by MiC to exhibitors. Titles scheduled for the period include La vita va così by Riccardo Milani, Per te by Alessandro Aronadio with Edoardo Leo, Il Maestro by Andrea Di Stefano with Pierfrancesco Favino, Young Mothers by the Dardenne brothers, as well as the animated films Super Charlie and A Mouse Under the Tree.
The presentation took place during a press conference, held by Undersecretary for Culture Lucia Borgonzoni, hosted at the Cruise Room of the Ministry of Culture, which was attended by Anec President Mario Lorini, Anica President Alessandro Usai, CNA National President Gianluca Curti and representatives of associations such as Cartoon Italia and Agici, along with other industry representatives.
“A moment of sharing, not a luxury. This is how we want the experience of enjoying a movie on the big screen to be perceived. Especially by families, especially the largest ones, who often, faced with the overall cost at the box office, find themselves forced to choose who, between mom and dad, should accompany their children to the theater or, even, to give up altogether the unique emotion that only these magical places can give,” said Lucia Borgonzoni. “Reversing the course can be done, and to do so we have come up with a new initiative: a campaign of ticket price reductions for viewing Italian and European films to be applied to family units. In this way, in addition to giving them concrete support, we will strengthen the link between the public and our cinema, which is too often penalized compared to large international productions. A strong signal, in short, to break down economic and cultural barriers, create new opportunities and at the same time reiterate that we do not intend to leave anyone behind, least of all the beating heart of our society, families. Cinema belongs to everyone, and together we can make it come alive even more.”
“Today we are presenting a new initiative aimed at families, a segment of the public for which the time has come to invest with great conviction in order to continue the path of promoting cinema in theaters and, in this context, Italian and European productions. Thanks to the commitment of the Ministry of Culture and in particular of Undersecretary Lucia Borgonzoni, who strongly believed in this project, movie theaters continue to be at the center of support policies for the return to the unique and irreplaceable, shared and aggregative experience of watching a film on the big screen,” said Mario Lorini, Anec president.
“We strongly support this project because for European and Italian cinema, which is close to our hearts, it is essential to create an audience and a viewing habit from childhood. Today Italian film production aimed at children offers high quality products, but it is still underdeveloped compared to other countries. Initiatives like this are essential because they help bring families and, above all, younger audiences closer to our cinema and also provide an important stimulus to invest in the market. Children and young people, in fact, like to go to the cinema, but almost always to see American products, animation or superheroes. It is therefore crucial to also offer them quality Italian content, capable of speaking their language and telling stories close to their reality. Of course, for this process to work, an effort is also needed from the production side: more content designed for that target audience needs to be created. Offering stimuli to go to theaters is important, but so is having suitable films to propose,” added Alessandro Usai, Anica President.
“We are happy to be able to collaborate on this important initiative because through the production of our associates we play an important role especially in the territories and we have always been committed to researching and experimenting with new content,” concluded Gianluca Curti, CNA National President.
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| Happy Cinefamily, the Ministry of Culture's new initiative to bring the whole family to the movies |
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