Presentation of an extensive survey on a sample of 12,000 interviewees representative of the Italian population aged 14+, that analyzes tastes, choices and behaviors of viewing films in theaters and at home. An overview of the present that observes the frequency and the ways of use of the different channels, the attractors and braking factors with respect to the viewing in theaters. And a look to the future through the detection of the intentions of going to theaters, motivational thrusts and brakes: the impact of the price and of the latency windows, as well as service and promotional activities expected from the theaters.
Nicola Borrelli – Direttore generale Cinema e audiovisivo – MiC
Giulio Vidotto Fonda – Research Director SWG S.p.A.
Lucia Borgonzoni – Sottosegretario di Stato – MiC
Direzione generale Cinema e audiovisivo – MiC
Iole Maria Giannattasio