A well-known face of Italian cinema becomes ambassador for one of Lazio’s most ambitious cultural enhancement projects. Maria Grazia Cucinotta is the chosen spokesperson for Via Etrusca, an initiative that aims to promote the UNESCO heritages of Tarquinia and Cerveteri through digital, multimedia and accessible tools designed to involve diverse audiences in the rediscovery of the Etruscan civilization. An actress, producer and director, Cucinotta is known for her participation in Oscar-nominated films and for her appearance in a famous episode of the animated series The Simpsons. Her image has been singled out as a symbol of Italian beauty and the communication skills needed to represent a project that blends archaeology, storytelling and technology.
Filming of the project’s main commercial, conceived and produced by Skylab Studios under the direction of Alessandro Passamonti, took place in July. The commercial is intended as an emotional narrative of the millennia-old history of Etruscan civilization, with special focus on the figure of women, central to the society of that time. Cucinotta played a double role: that of Queen Tanaquilla, a real-life historical figure of great importance in the Etruscan world, and that of a contemporary visitor, fascinated by the timeless beauty of the places.
The filming took place over two days and involved a specialized crew of audiovisual experts. The first day took place inside the Rossella Falk Municipal Theater in Tarquinia. In this venue, also appreciated for the quality of its acoustics, Cucinotta recorded the narrative voice of the commercial. The scene ends with the protagonist walking on the plateau of the Ara della Regina, among the remains of the most important temple of ancient Tarquinia.
On the other hand, the second day was dedicated to the narration of the modern visit. The actress walked through some of the most important places of the two Etruscan cities: theancient port of Gravisca, the frescoed tombs of the Monterozzi Necropolis, and the rooms of the National Archaeological Museum of Tarquinia, where important artifacts are preserved. In Cerveteri, the narrative shifted to the Necropolis of Banditaccia and the fascinating Via degli Inferi, the natural setting chosen to conclude the journey. The images alternate between historical evocation and the present, with continuous role exchanges between queen and tourist, in a montage intended to enhance the persistence of memory through personal experience.
The Via Etrusca project, however, is not limited to the production of the commercial. Skylab Studios is developing an entire digital platform, including multimedia content accessible from a dedicated web app. The app will make it possible to explore the itineraries of Tarquinia and Cerveteri in an interactive way, thanks to technologies such as virtual and augmented reality, as well as solutions designed for younger people. The stated goal is to make the Etruscan heritage more understandable and engaging, without sacrificing historical and scientific rigor.
Within the same project framework is also a podcast, designed with the collaboration of Maria Vittoria Alfieri. The audio format is intended to offer an engaging experience for those who wish to learn more about the history and culture of the ancient Etruscan people, while also addressing naturalistic, landscape and traditional aspects related to the area of reference. The podcast, designed for a wide and transversal audience, will be available on the main listening platforms and will be one of the permanent tools of promotion and dissemination.
The project team also has contributions from Professor Vittorio Maria de Bonis, art historian and curator of museum projects, and musician Marco Guidolotti, who will be responsible for the original soundtrack. The involvement of figures from different fields reflects the interdisciplinary approach of Via Etrusca, conceived as a bridge between the languages of art, technology and communication. What made the entire project possible was the collaboration with local institutions and the Superintendencies, which provided access to sites and logistical support during filming. The medium-term goal is to transform Via Etrusca into a replicable model, capable of being adopted in other archaeological and cultural contexts, where the potential of the area risks remaining unexpressed without an effective and contemporary narrative.
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| Maria Grazia Cucinotta chosen as testimonial to promote the Via Etrusca of Tarquinia and Cerveteri |
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