Promo body to be modeled after Unifrance
ROME — Italy’s Fiera Milano, Cinecitta Holding and the Venice Biennale have pacted to form a new film entity to revamp the Mifed market, develop the Venice fest’s nascent mart and promote Italo pics internationally.
The as-yet-unnamed org — which will be announced today at Rome’s Cinecitta Studios — will be partly funded by the government and will consist of two units. Mifed chief Carlo Bassi will head one, in charge of Mifed and the Venice Screenings. Giorgio Gosetti, chief of film promotion body Italia Cinema, will head the other, to be modeled on French promo body Unifrance.
The move follows the decision to shift the American Film Market’s dates to coincide with Mifed’s Nov. 9-13 run. That decision sent shock waves through the Italian film industry.
Creation of this entity means that beginning next year Mifed will be able to tap funding from the government. It intends to use these funds to refurbish screening facilities in the market’s bunkerlike building and to provide more travel vouchers and accommodations for buyers.
Since January, Mifed has been under the joint management of Fiera Milano Intl. and Reed Exhibition, a sister company of Daily Variety and which also organizes the Mip TV and Mipcom markets. It will now be managed separately.
The Venice Screenings will be linked to Mifed but will not compete with the Milan market, being geared specifically to arthouse product.