“Italia in Luce” is a new initiative aimed at promoting Italian cinema abroad that also involves the MFA. Working together are the Istituto Luce – cinema both private and public – and four ministries: Culture, Economic Development, Foreign Affairs and Tourism. The project will be presented tomorrow at Cannes by Minister for Culture Lorenzo Ornaghi, where the MFA will be represented by Director General for Country Promotion Ambassador Maurizio Melani.
The MFA will contribute to the enhancement of Italian cinema around the world through its diplomatic-consular network, and the project will be part of two major events in 2013: the Year of Italian Culture in the United States and the fifth edition of “Italy in Japan”. The first will show the Italian avant-garde in innovation, science and quality production such as cinema. The second will feature large-scale exhibitions and musical tours, as well as the organization of initiatives to promote the Italian language, exports and tourism.
In addition to these two major containers, special attention will be given to emerging areas where economic growth is higher and more able to have a positive impact on Italy. The MFA and its worldwide network will also be working, along with other sector actors, to attract film production to Italy as yet another means for promoting the country and tourism.