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Mifed mounts promo biz as it battles AFM

Rival co.'s push domestic pix

ROME — Italy’s Mifed market has set up management company Audiovisual Industry Promotion as it forges ahead with its revamp and fights off the threat from the AFM, which is moving into the Milan mart’s November timeslot.

New company, headed by current Mifed director Carlo Bassi, will also beef up the nascent Venice Screenings market and promote Italian movies internationally via sub-unit FilmItalia, which will replace film promotion body Italia Cinema.

Italia Cinema director Giorgio Gosetti is expected to be appointed FilmItalia topper.

New outfit is at the moment a 50/50 joint venture between trade fair org Fiera di Milano and Cinecitta Holding, the state-run holding company of Cinecitta Studios. The Venice Biennale will soon also become a partner.

“There is now a single Italian entity dedicated to supporting the country’s main movie markets and also to promoting Italian cinema internationally,” Bassi said.

Bassi added that, thanks to state subsidies, Mifed’s budget will have grown from $3 million this year to $4.5 million next year, and he reiterated his intention to expand the mart’s scope beyond film and into TV and multimedia product.

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