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Report 2012

First part - Industry and Market

Second part - The business activity


fondazione ente dello spettacolo
tertio millennio film fest
» Report 2012
First part - Industry and Market
Chapter 1 - The economic context


Luigi Pirandello (1867-1936) in Quaderni di Serafino Gubbio operatore [1925]
(Arnoldo Mondadori Editore, Milan 1974)

The February issue shows that in an economic context characterized by an increase both in the inflation rate (+2.3%) and unemployment (+1.8%), as well as by a decrease in the GNP (-3.7%) and in the consumers and companies confidence index, the world of media recorded a contradictory 2012». The first issue of 2013 of Watch & Buy Report, the quarterly report in which the research company Nielsen Italy summarises insight, information and trends of the main media, the buying behaviour and the trend of the mass consumption in the context of the economic outlook, makes its first appearance. And there is no other way to synthetically outline the situation at the beginning of 2013, even for the Italian cinema. Above all in the final definition of 2012: contradictory. The adjective literally describes the year that contradicted the trend of the Italian films’ development since 2004 onwards.

The three-year cycle. The historical data series for the film sector shows how the film system is experiencing economic cycles whose trend usually develops within 36 months. Three peaks can be seen in the last eight years: in 2004, 2007 and 2010, each of them followed by a considerable decrease during the following season and by twelve more months in which the trend, positive again, starts a recovery that results in a new “peak” in the activities of the third year, with results that can exceed the previous peaks. Year 2012 interrupted this trend for the first time (Table 1). Thismeans that the persistent crisis is creating greater problems. In fact, even though it is normal that with a decrease in the confidence index like the one recorded during 2012 the saving behaviour strengthens – and the first spending restraints showed up for more than 60% of the families, with fewer out-of-home dinners and activities –, the economic recession began in 2008 but did not prevent the film sector from achieving positive results.
Furthermore, the European film sector faced a total decrease of 2.2% at the box office, and the data gathered by the European Audiovisual Observatory could be comforting somehow, as among the “big five” of the continental market also France lost 6.7% of the moviegoers, along with Spain (-4.8%), while Germany (+4.3%) and England (+0.5%, thanks to the great success of Skyfall, the 23rd film of the secret agent 007, James Bond, which was co-produced with the American MGM and Columbia Pictures) maintained their positions1.
However, the decrease in the attendance in Italian movie theatres nearly reached 10%, stopping at 9.9%. Moreover, for the first time after several years, there were no Italian movies in the chart of the 25 films that attracted more viewers in the different countries.
Actually, the last season produced different high-grossing films, but the average box office receipts went back to the standard 4.92 million Euros reached only three times in the last 12 years, last of which in 2006.

1 Decline in admissions in the European Union in 2012 but European films’ market share on the top, drawn up by the European Audiovisual Observatory (Strasbourg, May 2013).


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