First Imax Site In Southern Italy Unveiled With ‘Spectre’ Launch

ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy.

Installed within a mall outside Naples, which is Italy’s third largest city, the new Imax site has symbolic significance, standing as testimony to the economic vitality and growth potential of Italy’s South, which is heavily underscreened.

The Happy MaxiCinema Imax stems from an agreement announced in March between Imax and Rome-based Lucisano Media Group, which is active in film production, distribution, and exhibition. Their subsidiary, Naples-based Stella Film, is the main local exhibitor in the Naples area.

The  Imax facility in Afragola is only the fourth Imax in Italy, the other three being in Milan, Sesto San Giovanni, on Milan’s outskirts, and Riccione, all in Italy’s North. Florence and, more significantly, Rome, the Italian capital, are still Imax-less.

“We are proud to bring Imax technology to Southern Italian audiences,” enthused Lucisano group prexy Fulvio Lucisano. Stella topper Luciano Stella noted that Afragola “is a territory with plenty of young people and potential.”

Warner Bros. Italia President and CEO Barbara Salabe attended the inauguration with “Spectre,” Thursday being the day the latest Bond instalment went on release in Italy.

Italy currently has some 3,800 movie screens, mostly concentrated in the Northern and Central parts of the country. That is significantly less than Spain and Germany, which both have over 4,000 screens, while France has more than 5,000.

While there are now over 1000 Imax screens worldwide, penetration in continental Europe is proving somewhat problematic, with just 5 screens in France, 2 new Imax Laser sites in Germany, and 4 in Italy. By contrast, there are 41 Imax screens across the U.K. and Ireland.

 

More Film

  • Rose (ALLISON WILLIAMS) connects with boyfriend

    Jordan Peele Praises His 'Get Out' Below the Line Crew

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

  • Best Picture Contenders The Shape of

    Oscars: Best Picture Field Shifts Into Focus

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

  • Woody Harrelson Venom

    Woody Harrelson in Talks to Join Tom Hardy in 'Venom'

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

  • The Fate of the Furious

    Universal Crosses $5 Billion Mark at 2017 Worldwide Box Office

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

  • I Love You, Daddy

    Louis C.K.'s 'I Love You, Daddy' Leaks Online After Being Pulled From Theatrical Release

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

  • Jennifer Lawrence

    Jennifer Lawrence to Star in Luca Guadagnino's 'Burial Rites' (EXCLUSIVE)

    ROME – In what amounts to a milestone moment for Italy’s ailing exhibition sector, Imax on Thursday used the Italo bow of “Spectre” to unveil a 3,000 square foot, 70 mm format, screen in the Happy MaxiCinema in Afragola on the outskirts of Naples, marking Imax’s first foray into heavily underscreened Southern Italy. Installed within a mall […]

More From Our Brands

Access exclusive content