Italian state broadcaster RAI is taking a significant step in the world of film distribution with the launch of its standalone film sales unit, RAI Cinema International Distribution. The move comes as RAI Cinema seeks to expand its global reach and fill a gap within RAI's content sales force.
While RAI's existing RAI Com sales unit is primarily focused on TV products, RAI Cinema International Distribution aims to cater specifically to the distribution needs of Italian cinema, which has often been handled by foreign outfits like French-based Newen Connect. This new venture will provide an alternative international distribution outlet for Italian films, bringing them directly to global audiences.
