THE NEW LIFE OF CINECITTÀ

In July 2017, Cinecittà Studios returned to public management, making Istituto Luce Cinecittà the first and only Italian audiovisual hub. This return to the public was very important for the industry and the city of Rome. First of all for its social impact, having managed to keep and strengthen our team. Secondly, the MiBAC (Italian Ministry of Heritage and Cultural Activities) has initiated an important investment plan to renovate the entire complex, providing Cinecittà with new equipment and technologies. This investment plan also includes two large soundstages, an indoor water tank for underwater filming and a studio with permanent green screen for advertising and digital productions, which will definitely strengthen our commercial offer.

Therefore, Cinecittà is in a phase of work in progress at the moment, also in terms of reorganization of its commercial mechanisms. For example, we are reviewing our price list to make it simpler, more transparent and in line with market demands (we want to attract more Italian productions, enhancing their work). We are also developing a renewed brand identity and a website dedicated to the Studios, which will be live soon.

We have great ambitions for the future, especially if we look at who worked in Cinecittà in 2018: we have welcomed major national and international productions such as Catch 22, Six Underground, The Name of the Rose and The New Pope. Many professionals working with these productions have expressed their love for our Studios, which confirms how strong of a brand Cinecittà still is around the world and pushes us to give our best to bring Cinecittà back to the top.