when the MEDIA Programme moved its first few steps, twenty years ago,
what immediately became clear was the importance of devoting a specific
project to cinema exhibitors, in order to provide them – the essential
link in the industry’s chain - with as many tools as possible for
succeeding in their work, so essential for the vitality of the industry
and, at the same time, for the circulation of European films. This is
why, on 16 October 1991, MEDIA Salles came into being, and has, ever since,
had the honour of working for and with the exhibitors and supporting them
with a wealth of information and opportunities for training.
The first enterprise to be achieved was the European Cinema Yearbook:
an innovative and ambitious project that MEDIA Salles has carried forward
over the years and, in order to deal with cuts in economic resources,
entirely re-designed, turning a limit into a great opportunity: that of
offering experts in the field a product that is even easier to consult
and use, thanks to the digitalization of its entire content.
Thus, for twenty years, MEDIA Salles has been providing market intelligence
tools essential for all the sector’s professional players, monitoring
the trend in cinema-going in European countries and on the leading world
markets and recording developments in the field of digital screening all
over the world.
In addition, in order to make the circulation of information even more
rapid and effective on a constantly evolving market, we have explored
the potential of the Social Network, setting up a Facebook page on which
professional players – with a potential opening to audiences themselves
– can be offered a time-to-market of Italian films distributed internationally,
updated with dates and countries of release, along with other useful news.
Alongside all this, MEDIA Salles has offered training which, in the last
few years, has been concentrated on developments in digital projection,
always from an international perspective and with special attention to
critical points, winning models of development and best practices. Because
the market is on the move and understanding the ways it is developing,
the opportunities and risks involved is a greater need than ever. It is
what we have been committed to doing for twenty years now, thanks to the
MEDIA Programme and the support of the Italian Government.
President of MEDIA Salles