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BOX OFFICE Italy

March 2011: Admissions down but three local titles among top five

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March continued the downward trend, which began in February (nine million admissions, or 18% less than February 2010), of tickets sold in Italian cinemas. Nevertheless, the results continue to be positive for domestic films, according to Cinetel, which monitors 90% of Italy’s cinemas.

March 2011 saw 8,277 admissions (-24.53% from March 2010) and €50.86m (-32.51%) in box office revenues.

The drop is reflected in the absence of 3D blockbusters such as Avatar and Alice in Wonderland, which were in theatres in the first months of 2010, and whose tickets prices were higher than the average.

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The results for Italian films and co-productions, however, were more positive, rising from 2.9 million admissions in 2010 to 3.3 million (+12%), for a market share of 40% (over last year’s 27%).

Topping the box office charts last month was an Italian film, Nessuno mi può giudicare [+see also:
trailer
film profile
]
, with €5.8m in takings, followed by US titles Rango (€4.7m) and The Rite (€3.4m). Another two domestic films were in at fourth and fifth: Manual of Love 3 [+see also:
trailer
making of
film profile
]
(€3.4m) and Amici miei - Come tutto ebbe inizio [+see also:
trailer
film profile
]
(€3.1m). Sixth place went to Oscar winner The King’s Speech [+see also:
film review
trailer
interview: Tom Hooper
film profile
]
(€3.74m).

From January to March of this year, an overall 36.149 million tickets were sold, against 38.833 million for the first three months of last year (-6,91%), for a box office total of €230.14m (-14,20%). In the same period, Italian films and co-productions enjoyed a 58% market share (over 33% last year), while US titles snagged only 32% (down from 67% in 2010).

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(Translated from Italian)

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