Ufficio Stampa - Universit=E0 Bocconi

From: Subject: =?iso-8859-1?Q?Ufficio_Stampa_-_Universit=E0_Bocconi?= Date: Thu, 21 Jun 2007 16:54:24 +0200 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0056_01C7B424.D27E8DC0" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.3138 This is a multi-part message in MIME format. ------=_NextPart_000_0056_01C7B424.D27E8DC0 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.stampa.unibocconi.it/articolo.php?ida=1472&idr=6 Ufficio Stampa - Universit=E0 Bocconi

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rassegna=20 stampa

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> E.files,=20 il giornale di Bocconi Lab
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libri

Gioved=EC 21=20 Giugno 2007

Il=20 cinema italiano, fenomeno da = box-office
L=92analisi di=20 ricercatori della Cattolica e della Bocconi mostra una = cinematografia in grado di competere, come incassi = nazionali,=20 con quella americana, ma limitata alla sala. = Nell=92home video =E8=20 al 6-7% del mercato

3D""=20
Francesco=20 Casetti
Severino=20 Salvemini
=C8 = tutto un altro=20 film
Pi=F9 coraggio e pi=F9 idee per il = cinema=20 italiano
Egea, 2007
150 pagine, = 15=20 = euro
Nel primo=20 trimestre del 2007 il cinema italiano ha = raggiunto i=20 migliori risultati degli ultimi 30 anni, con una = quota=20 di mercato prossima al 40% del box-office = nazionale. A=20 febbraio ha sfiorato il 50%. Se la situazione di = base =E8,=20 perci=F2, buona, Francesco = Casetti e=20 Severino Salvemini (in = =C8=20 tutto un altro film. Pi=F9 coraggio e pi=F9 idee = per il=20 cinema italiano, Egea, 2007, 150 pagine, 15 = euro) invitano per=F2 i protagonisti = della=20 cinematografia nazionale a una pi=F9 completa = comprensione=20 di un nuovo terreno competitivo che, in presenza = di una=20 molteplicit=E0 di canali con caratteristiche = diverse, apre=20 nuove opportunit=E0 a chi sapr=E0 =93triangolare = tra mercato,=20 prodotto ed esperienza=94. A chi sapr=E0, = cio=E8, produrre=20 secondo modalit=E0 che tengano in considerazione = l=92esperienza che lo spettatore si attende di = vivere a=20 seconda del canale (sala, home video, tv = diverse, pc,=20 cellulare) che ha scelto per la visione del = film.

Il libro, frutto della collaborazione tra un = gruppo=20 di lavoro di filmologia dell=92Universit=E0 = Cattolica e un=20 gruppo che si occupa di economia dell=92arte, = cultura e=20 comunicazione all=92Universit=E0 Bocconi, = evidenzia come il=20 cinema italiano sia ancora vissuto dallo = spettatore come=20 un prodotto da consumare quasi esclusivamente = nella sala=20 cinematografica e come la sala rimanga il canale = economicamente pi=F9 importante per i film = italiani,=20 facendo anche da volano per lo sfruttamento = successivo.=20 Se =E8 vero, infatti, che dal 2002 l=92home = video ha=20 superato, come dimensioni economiche, il = box-office, =E8=20 per=F2 vero che comprende una grande variet=E0 = di prodotti=20 non cinematografici (musica e telefilm in = primis) e che=20 una parte consistente del venduto non riguarda = film di=20 recente produzione, ma classici.

Il peso delle produzioni italiane nel mercato = dell=92home video =E8, inoltre, molto pi=F9 = marginale che nel=20 box-office. Nel 2005 il cinema italiano = costituiva il=20 25% del mercato sala, ma solo il 6-7% di quello = home=20 video. In Italia escono circa 400 titoli = l=92anno e se ne=20 producono 105.

Considerando la media del periodo 2000-2005, = quello=20 cinematografico =E8 un mercato da poco pi=F9 di = 100 milioni=20 di presenze l=92anno e un box office di circa = 580 milioni.=20 Nel periodo si registra una leggera crescita, = che non=20 riesce comunque a colmare il gap, in termini di=20 frequenza pro-capite (1,75 visioni l=92anno) con = il resto=20 d=92Europa (2,15), n=E9 tantomeno con gli Stati = Uniti=20 (4,7).

L=92home video si =E8 attestato nel 2005 a = 444 milioni di=20 vendita (20% in edicola) e 315 milioni di = affitto.

Si va affermando anche in Italia la tirannia = del=20 primo week-end. Il risultato dei primi giorni di = programmazione =E8 sempre pi=F9 predittivo del = successo=20 globale del film e, di conseguenza, dei ricavi = nei=20 mercati televisivo e dell=92home video. Diventa, = perci=F2,=20 sempre pi=F9 importante il supporto promozionale = del=20 distributore, che deve investire per far uscire = il film=20 in un numero adeguato di copie e farlo conoscere = al=20 pubblico. In questo le sussidiarie italiane = delle grandi=20 major americane sono pi=F9 brave dei = distributori=20 nazionali.

La televisione, nella duplice veste di = finanziatore e=20 acquirente, =E8 un fattore piuttosto critico, = perch=E9=20 rischia di diventare il vero cliente del cinema, = a=20 discapito dello spettatore, ma programma sempre = meno=20 cinema. Nel periodo 2000-2005 il numero di film=20 programmati dalla tv generalista =E8 diminuito = del 18%=20 (ancora peggio, -35%, le produzioni italiane), a = causa=20 probabilmente di una scarsa prevedibilit=E0 = degli ascolti,=20 che penalizza la raccolta pubblicitaria.

Lo spettatore riconosce al cinema italiano = alcune=20 peculiarit=E0 (vicinanza dei temi allo = spettatore,=20 didascalicit=E0 delle storie, mancanza di = azione), che=20 necessitano di contesti di fruizione in grado di = garantire un=92esperienza focalizzata e = continuativa. Sono=20 privilegiati i contesti familiari rispetto a = quelli=20 innovativi (la sala tradizionale rispetto ai = troppo=20 dispersivi multiplex) e quelli immersivi = rispetto a=20 quelli performativi (il dvd o l=92home theatre = sono pi=F9=20 adatti del pc). Il passo avanti che = l=92industria=20 cinematografica italiana deve fare non =E8 tanto = quello di=20 cercare di realizzare prodotti adatti a ogni = canale, ma=20 prodotti diversi per ambiti di fruizione = diversi,=20 suggeriscono gli autori. Deve pensare =93non = pi=F9 a=20 un=92unica filiera del cinema che si allarga a = raggiera=20 nello stadio finale, bens=EC a molte filiere del = cinema,=20 con prodotti diversi, scale disomogenee e = margini=20 economici differenti=94.

Francesco Casetti, = professore=20 ordinario di filmologia all=92Universit=E0 = Cattolica di=20 Milano, =E8 membro del consiglio di = amministrazione=20 dell=92istituto Luce di Roma. =C8 stato visiting = professor=20 all=92Universit=E0 Paris III, a Berkeley e, = negli ultimi=20 anni, a Yale.

Severino Salvemini, = professore=20 ordinario di organizzazione aziendale = all=92Universit=E0=20 Bocconi di Milano, fa parte del consiglio di=20 amministrazione di Cinecitt=E0 Holding e di = accademia del=20 teatro alla Scala e presiede il consiglio di=20 amministrazione di Mikado = Film.

Fabio=20 Todesco
Ufficio Stampa
Universit=E0 = Bocconi
Tel.=20 02.5836.2331
Cell. 335.6429.254
E-mail fabio.todesco@unibocconi.it
http://www.stampa.unibocconi.it= /

Barbara = Orlando
Responsabile Ufficio=20 Stampa
Universit=E0 Bocconi
Tel.=20 02.5836.2330
Cell. 335.123.1716
E-mail barbara.orlando@unibocconi.= it
http://www.stampa.unibocconi.it= /

01.06.2007 - =A9 Universit=E0 = Bocconi

>=20 stampa

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#4684bf; LINE-HEIGHT: 12px; TEXT-DECORATION: none } .link:visited { COLOR: #4684bf; LINE-HEIGHT: 12px; TEXT-DECORATION: none } .link:hover { COLOR: #0092f9; TEXT-DECORATION: underline } INPUT { BORDER-RIGHT: #bdc8cc 1px solid; BORDER-TOP: #bdc8cc 1px solid; = FONT-SIZE: 11px; BORDER-LEFT: #bdc8cc 1px solid; COLOR: #00254a; = BORDER-BOTTOM: #bdc8cc 1px solid; FONT-FAMILY: Verdana, Arial, = Helvetica, sans-serif; BACKGROUND-COLOR: #ffffff; TEXT-DECORATION: none } TEXTAREA { BORDER-RIGHT: #bdc8cc 1px solid; BORDER-TOP: #bdc8cc 1px solid; = FONT-SIZE: 11px; BORDER-LEFT: #bdc8cc 1px solid; COLOR: #00254a; = BORDER-BOTTOM: #bdc8cc 1px solid; FONT-FAMILY: Verdana, Arial, = Helvetica, sans-serif; BACKGROUND-COLOR: #ffffff; TEXT-DECORATION: none } SELECT { BORDER-RIGHT: #bdc8cc 1px solid; BORDER-TOP: #bdc8cc 1px solid; = FONT-SIZE: 11px; BORDER-LEFT: #bdc8cc 1px solid; COLOR: #00254a; = BORDER-BOTTOM: #bdc8cc 1px solid; FONT-FAMILY: Verdana, Arial, = Helvetica, sans-serif; BACKGROUND-COLOR: #ffffff; TEXT-DECORATION: none } OPTION { BORDER-RIGHT: #bdc8cc 1px solid; BORDER-TOP: #bdc8cc 1px solid; = FONT-SIZE: 11px; BORDER-LEFT: #bdc8cc 1px solid; COLOR: #00254a; = BORDER-BOTTOM: #bdc8cc 1px solid; FONT-FAMILY: Verdana, Arial, = Helvetica, sans-serif; BACKGROUND-COLOR: #ffffff; TEXT-DECORATION: none } .check { BORDER-RIGHT: 0px; BORDER-TOP: 0px; BORDER-LEFT: 0px; COLOR: #00254a; = BORDER-BOTTOM: 0px; BACKGROUND-COLOR: #ecf0f1; TEXT-DECORATION: none } .bg_left { BACKGROUND-IMAGE: url(../grafica/box_left.gif); BACKGROUND-REPEAT: = repeat-y } .bg_news { BACKGROUND-IMAGE: url(../grafica/box_news.gif); BACKGROUND-REPEAT: = repeat-y } .bg_app { BACKGROUND-IMAGE: url(../grafica/box_app.gif); BACKGROUND-REPEAT: = repeat-y } .bg_00 { BACKGROUND-COLOR: #ffffff } .bg_01 { BACKGROUND-COLOR: #01468b } .bg_02 { BACKGROUND-COLOR: #0092f9 } .bg_03 { BACKGROUND-COLOR: #86caf1 } .bg_04 { BACKGROUND-COLOR: #4684bf } .bg_05 { BACKGROUND-COLOR: #d8e0e3 } .bg_06 { BACKGROUND-COLOR: #bbc4c9 } .bg_07 { BACKGROUND-COLOR: #ecf0f1 } .bg_08 { BACKGROUND-COLOR: #00254a } .bold { FONT-WEIGHT: bold } .boldi { FONT-WEIGHT: bold; FONT-STYLE: italic } .italic { FONT-STYLE: italic } .ico { FONT-SIZE: 10px; COLOR: #ffffff; TEXT-DECORATION: none } .ico:active { FONT-SIZE: 10px; COLOR: #ffffff; TEXT-DECORATION: none } .ico:link { FONT-SIZE: 10px; COLOR: #ffffff; TEXT-DECORATION: none } .ico:visited { FONT-SIZE: 10px; COLOR: #ffffff; TEXT-DECORATION: none } .ico:hover { FONT-SIZE: 10px; COLOR: #ffffff; TEXT-DECORATION: underline } .icoblu { FONT-SIZE: 10px; COLOR: #01468b; TEXT-DECORATION: none } .icoblu:active { FONT-SIZE: 10px; COLOR: #01468b; TEXT-DECORATION: none } .icoblu:link { FONT-SIZE: 10px; COLOR: #01468b; TEXT-DECORATION: none } .icoblu:visited { FONT-SIZE: 10px; COLOR: #01468b; TEXT-DECORATION: none } .icoblu:hover { FONT-SIZE: 10px; COLOR: #01468b; TEXT-DECORATION: underline } .icog { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #7e8b93; TEXT-DECORATION: = none } .icog:active { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #7e8b93; TEXT-DECORATION: = none } .icog:link { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #7e8b93; TEXT-DECORATION: = none } .icog:visited { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #7e8b93; TEXT-DECORATION: = none } .icog:hover { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #7e8b93; TEXT-DECORATION: = underline } .icoff { FONT-WEIGHT: bold; FONT-SIZE: 10px; COLOR: #a6d7f4; TEXT-DECORATION: = none } ------=_NextPart_000_0056_01C7B424.D27E8DC0--