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BOX OFFICE Italy

Revenue up 23%, domestic market share at 27% in 2010

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From January 1 to November 21, there were 94.5 million admissions (+15.19% over 2009) in the cinemas monitored by Cinetel, while box office revenue exceeded €630m (an increase of 23.3% over last year - see PDF file).

Fundamental to these results were 3D films, which spearheaded by Avatar are at the top of the charts, but even Italian cinema did its part, to garner, productions and co-productions included, 29.61% of admissions and 26.89% of overall box office (compared to 20.6% in 2009). Among the year’s top-performing films, Italians came in second (Benvenuti al Sud [+see also:
film review
trailer
film profile
]
), fourth (Io, loro e Lara [+see also:
film review
trailer
making of
film profile
]
) and seventh (Maschi contro femmine [+see also:
film review
trailer
making of
film profile
]
).

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"It was an exception year for domestic films, which confirms the positive trend started in 2007," said Riccardo Tozzi, president of the producers of ANICA, who presented the data along with Paolo Protti (AGIC and ANEC), Carlo Bernaschi for the exhibitors of ANEM, and Filippo Roviglioni representing ANICA distributors.

However, all of the industry representatives expressed their concern over acts of "political short-sightedness", such as the heavy cuts to the 2011 Entertainment Industry Fund (FUS), the lack of renewal of tax incentives and the delay in approving reforms. In an interview with Cineuropa, Tozzi restated that cinema is not asking the government for help but that it renew the tax credit, while regional governments should have a greater role in supporting production.

For further information on 2010 results so far, please see the following charts:
Box office and market share
Top 15 films
Top 5 Italian films

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(Translated from Italian)

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