An initiative of the EU MEDIA Programme with the support of the Italian Government Since 1992 MEDIA Salles has been promoting the European cinema and its circulation at theatrical level




19 May 2005


Today at Cannes MEDIA Salles has presented
the data on cinema-going in Europe in 2004.

There has proved to be a generally positive trend on the European cinema market in 2004: in fact audiences have grown almost everywhere in the Continent. This is what emerges from the data published in the new edition (3/2005) of the Newsletter “European Cinema Journal” (the English version of which is attached), presented today by MEDIA Salles during the traditional aperitif, organised at the Cannes Film Festival.
In the 17 countries analysed in Western Europe, the growth rate between 2003 and 2004 was 5.6%, for a total of 959 million tickets, whilst in the 15 countries of Central-Eastern Europe and the Mediterranean Rim for which data is available, it is as high as 14.8%, for a total of 113 million spectators. In Western Europe France (+11.9%) and Italy (+13.8%) increase more than the average, whilst in eastern countries the most significant examples are Poland, which grows from 25 to 33 million admissions (almost +32%) and Turkey, which gains 6 million spectators (+26.7%).
Nonetheless, there has not been a lack of opposite trends: for example Ireland, which, after a series of eight positive results, loses 1%, The Netherlands and three northern markets – Norway, Sweden and Finland – all with losses of between 7 and 8.5%.
“The different European markets tend to maintain specific characteristics – commented Elisabetta Brunella, Secretary General of MEDIA Salles – and to elude any overall interpretation”.
During the event, Domenico Dinoia, President of MEDIA Salles, also presented the Association’s coming initiatives: firstly Focus on Europe during Cinema Expo International in Amsterdam (27-30 June 2005), which will open with the seminar “Will Digital be the Saviour of European Film?” and include in its programme the screening of European films and trailers, as well as the presentation of the “European Producer of the Year” Award.
Dinoia then presented a new initiative, conceived along the same lines as Focus on Europe: Italian Cinema Worldwide. Here, MEDIA Salles will bring recent Italian productions to the foreground at some of the main professional gatherings of exhibitors and distributors, such as Kino Expo in Russia and CineAsia in China.
“The development of European cinema – commented Dinoia – cannot do without greater support for cinema exhibition. In fact movie theatres are the essential factor in bringing films to audiences”.

The Newsletter will shortly be available on-line at the MEDIA Salles’ website ( in the Italian version also.

The MEDIA Salles project operates within the framework of the European Union's MEDIA Programme, with the support of the Italian Government.
The end objective of MEDIA Salles is to foster theatrical distribution of European audiovisual products. This aim is pursued both by high profile campaigns involving Europe's cinema exhibitors and by initiatives to raise the visibility of European productions with industry players and potential audiences, creating specialized information channels on a global scale. Thus the current initiatives from MEDIA Salles dovetail in a program with a triple focus - training, promotion and information - and maximum combined effect.

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