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A new Italian film, TV and videogames market is being launched by the country’s industry organizations in tandem with the Rome Film Festival.

Called MIA – an acronym for Mercato Internazionale Audiovisivo – the new Rome mart will feature films, TV series and documentaries, and incorporate its existing Business Street and New Cinema Network market components.

MIA will run Oct. 16-20. The Rome fest unspools Oct. 16-23.

It will not seek to pick up where Italy’s long defunct Mifed mart left off, though it will try to give the Italian film industry a boost in a similar way.

“The whole film and TV market landscape has changed since the Mifed days,” said Lucky Red topper Andrea Occhipinti (pictured) who heads the distributor’s unit within Italy’s motion picture association Anica. “This is why we want underline that this is an unstructured market.

“It is a chance for European sellers and distributors to meet and do business in Rome. It’s not that we want to focus specifically on European product, but obviously we know that AFM is only too weeks down the road (from this event), so it’s more focused on facilitating a lot of European business. There are a lot of industry people that don’t go to AFM and are looking for financing for films,” Occhipinti underscored.

Who will run the market is still being decided.

Facilities have been expanded compared with Rome’s Business Street mart with the Boscolo Hotel Exedra and its terrace becoming the main hub and nearby ancient Roman thermal baths, the Terme di Diocleziano, becoming a venue for special initiatives.