During the “Hollywood on the Tiber” period in the 1950s and 1960s, Rome’s Cinecittà film studios became a hub of talent and film production. Hollywood studios flocked to the city to take advantage of local subsidies, lower costs, and unfrozen international funds. This era saw the production of many iconic films, including “Quo Vadis,” “Cleopatra,” and the “Pink Panther” series. However, after this golden age, the Italian film industry experienced a decline.
In recent years, Italy has been experiencing a new renaissance in the movie industry. Alessandra Rainaldi, the trade commissioner of the Italian Trade Agency’s Los Angeles office, attributes this revival to a stronger strategy to become a film-friendly destination on the global market and a combination of different tools. One major asset is Cinecittà itself, which remains Europe’s largest film studio at nearly 100 acres. It was initially established by Benito Mussolini in 1937 to generate propaganda and revive the Italian moviemaking scene. However, it truly thrived after 1948 when it received funding from the United States’ Marshall Plan.
Cinecittà has a rich legacy, with over 3,000 films produced within its walls in its 80-plus-year history. More than 50 productions have been filmed there since it received investment from the EU’s post-pandemic recovery fund. Its CEO, Nicola Maccanico, has reported increased occupancy levels and profitability. There are also plans to expand with five additional soundstages and establish more international partnerships.
Italy’s film history has created a pool of skilled and experienced professionals ready to work behind the scenes for entire production cycles. From shooting to post-production, distribution to promotion, Italy offers a rich pool of talent. “Cinecittà is the past, the present, and the future for the Italian movie industry,” says Rainaldi. It combines a long-standing legacy and contemporary art to attract international productions in film, television, and music videos. Recent examples include HBO’s “The White Lotus,” which showcased Italian acting talent, and “Finally Dawn,” a film shot at Cinecittà that captures the studio’s heyday in the 1960s.
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Italy’s tax incentives also make it an attractive destination for American filmmakers. The country offers one of the most competitive film tax credits in Europe, with significant fiscal benefits for shooting in Italy. A 40% tax credit of the eligible cost of international productions, up to a maximum of 20 million euros ($21 million), is allocated through an Italian executive producer.
In addition to the incentives, Italy’s diverse landscapes add to its appeal. From unique historical and cultural landmarks to natural lighting that lends an antique-like quality, Italy offers a variety of settings. Cristina Priarone, president of IFC Italian Film Commissions, explains that regional diversity and specificity provide an inexhaustible source of inspiration and attract the American public. This has increased the number of productions and extended their stay in Italy. Rainaldi also highlights lesser-known areas to shoot in, such as the Southern Apennines, Calabria, Le Marche, and the city of Turin and its surrounding Piedmont region.
The nonprofit film commissions in Italy have played a significant role in fostering relationships with foreign operators and promoting Italy’s film industry. They provide support and advice for permits, locations, and local services. Priarone emphasizes that Italy is ready to welcome foreign filmmakers with professionalism, creativity, and great skill. The Italian Trade Agency’s Los Angeles office launched italymeetshollywood.com to support the distribution of Italian audiovisual products in the U.S. and attract U.S. productions to Italy. This platform serves as a space for professionals to stay informed and establish partnerships.
Italy’s presence at the American Film Market further solidifies its reemergence in the international film industry. The Italian Trade Agency is bringing a delegation of 11 companies, including distributors, producers, and film commissions, to Los Angeles. This allows them to network with key industry players and finalize production and distribution deals.
Overall, Italy’s film industry is experiencing a new renaissance, thanks to a combination of factors such as tax incentives, diverse landscapes, historical film studios like Cinecittà, and strong support from film commissions. The country is becoming an attractive destination for international productions and is poised to regain its status as a global film powerhouse.
