Scheda libro
The Arts | The Economy

I festival del cinema

Quando la cultura rende

  • Edited by: Mario Abis - Gianni Canova
  • Year: 2012
  • Language: Italian
  • Pages: 132
  • Price: 18.00 €
  • ISBN: 978-88-6010-052-8
  • Size: cm 15 x 21

Film festivals have played an important role in stimulating cultural growth in Italy since the inauguration of the Venetian prototype in 1932, offering the public an opportunity for contact with different and distant experiences. The proliferation of such events on national territory as from the 1980s has made them a key channel for development of the audiovisual market and the boosting of local economies, giving rise to marked competition between festivals and the strenuous pursuit of financing.

In the present-day context of severely reduced public funding and a general cutback on private investment, the future of the film festival system is necessarily bound up with an understanding of the economic spinoffs involved and culture in general.

How is such value to be measured? The study presented here develops a model, applicable also to other spheres, that highlights the ability of festivals to provide stimulus for the local economy by triggering virtuous processes of increased demand for goods and services in the areas involved. This in turn means a return on investment capable also of attracting private backers, whose decisions are inevitably linked to a return, directed or indirect but in any case evident and immediate.

In order to complete the overview of the economic value of festivals, this time in more specific terms, attention is also focused on their technical role of the manifestations in the sector of film production and promotion, above all for independent films.

  • About the author
  • Contents
  • Press review
  • More info

Mario Abis is the founder of Makno, one of the major institutes of social and market research as well as director of the Housing Evolution observatory and the ConMe Laboratory on media convergence of the Milan Polytechnic. He teaches the course of psychosocial research on the consumer and public opinion at the IULM University of Milan and is a member of the board of directors of the Milan Triennial. His most recent publications include Lo spettatore attivo (1999), La ricerca di mercato, sociale e d’opinione in Italia (with Assirm, 2007).

Gianni Canova is professor of cinema and dean of the faculty of communication, public relations and advertising at the IULM University of Milan. The founder of the monthly magazine of cinema and visual culture Duellanti (originally Duel), he has worked as a film critic for various national newspapers. Currently the author and presenter of the programme Il Cinemaniaco on Sky Cinema, he has written numerous articles and edited major works such as the Enciclopedia del Cinema (Garzanti). He has also devised and organized numerous multimedia exhibitions. His most recent publications include Cinemania. 10 anni 10 film: il cinema italiano degli anni zero (2010).

Il valore della cultura di Giovanni Puglisi

Fra il pellegrinaggio e il rito. La via italiana dei festival del cinema di Gianni Canova

I festival del cinema come valore del territorio di Mario Abis

Alla fiera delle meraviglie di Giorgio Gosetti

L’impatto economico degli eventi sul territorio: un’esperienza concreta di Cesare Vaciago

I festival del cinema

Nota metodologica

Parte prima Introduzione
1. I festival si presentano
1.1 I trend di partecipazione
1.2 I rapporti con il territorio
1.3 I rapporti con la filiera
1.4 Le difficoltà quotidiane
1.5 I modelli organizzativi

Parte seconda L’economia dei festival
2. I bilanci
2.1 I bilanci: un equilibrio precario
2.2 L’allocazione delle risorse
2.3 I finanziamenti: lo scoglio maggiore
3. Il valore creato sul territorio
3.1 L’impatto dei festival
3.2 Le spese di gestione
3.3 La spesa turistica degli spettatori dei festival
3.4 L’impatto complessivo

Parte terza Festival e pubblico
4. Il target di riferimento
4.1 Dati sociodemografici
4.2 Provenienza
5. Le modalità di fruizione
5.1 Tempo di permanenza
5.2 Strutture ricettive
6. La valutazione degli aspetti organizzativi
7. L’attrattività dei festival
7.1 L’affezione al festival
7.2 Drivers di attrattività
8. Festival e animazione culturale
9. Caratteristiche e valutazione dei film in concorso
10. Festival: capacità di promozione dei film Tabella di riepilogo


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Michelangelo Frammartino in conversazione con Luca Mosso

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