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» Report 2011
First Part - BETWEEN INNOVATION AND DEVELOPMENT
EVOLUTION OF THE SECTOR
Chapter 1 - Which economic scene

«WHILE ALL THE OTHER ARTS WERE BORN NAKED,
THIS, THE YOUNGEST, HAS BEEN BORN FULLY-CLOTHED.
IT CAN SAY EVERYTHING BEFORE IT HAS ANYTHING TO SAY»

Virginia Woolf (1882-1941), writer (from The cinema, Mimesis Edizioni, 2012)

Among its great producers, Italian cinema had Franco Cristaldi, founder of Vides, who, when asked about his activity, answered: «Those who produce any type of entertainment have specific obligations: being able to promote new ideas; proving professional credibility; running a company that is both industrial and cultural. The industrial logic pushes towards the less risky product, that is, apparently, the product that has already been tested on the market, with positive results. But this point of view is wrong, as it doesn't consider the fact that today quality pays». Another important film producer was, undoubtedly, Dino De Laurentiis who, in similar circumstances, showed his pragmatism and his thinking big: «I don't believe in aestheticisms and in intellectualisms. I only believe in films people like. My idea of cinema? It is the reality of life turned into art in the shape of entertainment. My philosophy has always been: great stories, great scripts, great directors. But these are not necessarily characteristics of the American production…also here in Italy films can be produced and distributed all over the world»*.
The oldest of these statements dates back to 1986, the most recent to 2000, but they both express points of view and ideas that have always accompanied the national cinema.
The greatest record of audience and receipts in the 2010 season have been associated to a new-born national popular soul of the Italian cinema, even though there had been a long period without international artistic awards. In front of the sharp contraction in the box office results that took place afterwards, all recriminations have been explained again through the dangerous lack of contents different from the main genre of the national cinema, that is, the Italian comedy, as proved by the persistent absence of of prestigious awards (the Taviani brothers had not won the Golden Bear at Berlin Film Festival yet).

*The two sentences ascribed to Franco Cristaldi (1924-1992), producer, founder of Vides, have been taken, respectively, from Quando un produttore è anche autore, interview by Maria Pia Fusco (in «Europacinema 89», Rome, 1989) and from the interiew-book Le botteghe dell'immaginario by Tonino Pinto, Rome, 1986. The quote by Dino De Laurentiis (1919-2010), producer, come from three different statements: Intervista col produttore Dino De Laurentiis by Adelio Ferrari in «Cinespettacolo», (no. 3, March 1949, Rome); Colloqui con i produttori italiani: Dino De Laurentiis in «Giornale dello Spettacolo», (no. 16, 12th May 2000, Rome).

 

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