The market for foreign cinema in contemporary Italy: a geography of film consumption

Abstract

The article aims at studying the geographical variability of theatrical consumption and popularity of contemporary films imported in Italy since the beginning of the XXI century. It relies on the data about regional admissions and theatrical distribution of more than 4100 titles, namely all the films with more than 15,000 admissions that had been projected in Italy from January 2000 to the pandemic outbreak in mid-February 2020, which forced the closure of all cinemas nationwide. While the regional patterns of distribution of both domestic and foreign films are always rather homogeneous and do not undergo major regional variations, Italian and non-Italian films are consumed in very different ways, geographically. When it comes to foreign cinema, a Regional Popularity Index shows how different regions and primarily wider trans-regional areas have different preferences linked to particular themes and genres. Different films are more or less popular in different areas, even regardless of any disparities in their distribution, precisely because they meet (or fail to meet) the specific tastes of macro-regional audiences. Specifically, the data consistently show a divide in taste between the northern-central audiences and their southern counterparts, which replicates the great distance that still divides the North from the South of Italy, from an economic, social and cultural point of view.