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» Report 2008
Part Four - INTEGRATED AND CONCENTRATED
THE FORCE OF A CLASS
Chapter 7 - The Market Quote
“WHY IS AMERICAN CINEMA SO LOVED
AND FRENCH CINEMA NOT?”
“BECAUSE IT TELLS LITTLE STORIES USING ENORMOUS MEANS;
FRENCH CINEMA TELLS ENORMOUS STORIES WITH MINISCULE MEANS

Bernard Tapie and Fabrice Luchini in Uomini e donne: istruzioni per l’uso by Claude Lelouche

A central theme to countless analyses and discussions of Italian cinema is the predominance of the major international holdings on the sector and the relative consistency of the market quota which is protected by foreign productions which are considered so prevalent as to condition the affirmative possibilities of national titles as well as the development space of the film makers who produce and distribute them.
From an economic point of view, the presence of dominant groups in certain sectors is not a desired condition but, nonetheless, a possible condition, inherent in the nature of the free market, and certainly not an infrequent phenomenon. This is especially so in sectors involving mass consumption goods, as is, in the end, the cinema sector. This can also be confirmed observing, for example, other types of product, such as automobiles, fuels, hi-tech equipment, sportswear, electrical appliances or – remaining in the entertainment field – CDs and music recordings. Between the film market and the recording market, in terms of quota divisions, what can be verified is an almost perfect superimposition, with the same range of dominant foreign ‘majors’ and an almost identical balance of power towards domestic employees.
The point is that the cinema, like music, is not only entertainment and consumption, but, principally, a means of expression, with its own messages and values, with the experiences and meanings which it transmits. As an artistic and cultural activity, of intellectual and creative content, the cinema poses, in substance, questions and problems of market structure which are not only economic in nature and which require more complex evaluations under a social profile.

 

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