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.
RAI Cinema, known for its substantial investments in production, has become a driving force behind Italian independent cinema, supporting approximately 60 feature films each year with a budget of up to €80 million ($85 million). However, RAI Cinema CEO Paolo Del Brocco emphasized that their new sales company does not seek to impose itself on the movies they co-finance.
Del Brocco stated, 'It's obvious that we can't internationally distribute all the films that we finance, nor do we want to. And we won't be looking to make that a pre-condition for us boarding a project.' This sentiment underscores RAI Cinema's commitment to supporting the creative vision of filmmakers while also recognizing the importance of effective distribution for reaching diverse audiences worldwide.
Fulvio Firrito, the head of RAI Com's sales team, will be leading RAI Cinema International Distribution, with plans to gradually expand the sales team over time. The soft launch of the company took place at the European Film Market (EFM), where their lineup included notable films such as 'Gloria!' directed by Margherita Vicario, a musical comedy set in an 18th century Venetian girls' boarding school, and Trudie Styler's documentary 'Posso entrare? An ode to Naples'. Additionally, they presented Roberta Torre's 'In the Mirror,' offering an unconventional portrait of Italian icon Monica Vitti, and Gianni Amelio's upcoming World War I drama titled 'Battlefield.'
This strategic move by RAI Cinema marks an exciting development in the Italian film industry, providing a dedicated platform for the international distribution of Italian cinema. As RAI Cinema International Distribution takes its first steps, it will undoubtedly contribute to the global visibility and appreciation of Italian films, fostering cross-cultural exchange and celebrating the diversity of cinematic storytelling.
