Mifed joins with Italo partner

Milan mart stays home with local-film promo group

MILAN — Milan-based film market Mifed has partnered with the Italian Screenings, the sole Italo market totally dedicated to national film production. The partnership begins in July.

Mifed has come under threat after the American Film Marketing Assn. decided recently to stage two markets in 2004 – one of which will overlap the Milan mart in the fall — and will launch a new fall market in 2005 in direct competition to Mifed.

Carlo Bassi, Mifed director, recently told Variety that the market is forging new alliances in Italy, part of a 15-year-expansion plan agreed on with its two shareholders, Fiera Milano and Reed Exhibitions (sister company of Variety). Partnership in the Italian Screenings is the first one of these alliances.

Organizers of the event, which will take place July, 3-6 in Perugia, are Italia Cinema, the national agency for promoting Italo films abroad, state-owned international trade commission Istituto per il Commercio Estero (Ice), film exporters’ union Unefa, and the City of Perugia.

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“Cooperation with Mifed is strategic, and it is aimed at developing and exploiting an the audiovisual industry, which has finally become dynamic and united,” Italia Cinema said Monday.

About 60 international distributors are expected to attend the Italian Screenings, where 25 films will be unspooled.