Cinema, spinta sulle sale dai biglietti a 3,50 euro

The 3.50 euro ticket price has attracted audiences to the cinema. However, the numbers reveal another fact: if the promotion works, it will show how much summer will turn into a stable recovery. "Nevertheless, the truth," commented the Deputy Minister for Culture, Lega Senator Lucia Borgonzoni, "is that the boxes function. I have always said that, when there is content, the boxes function and we see it with titles that please the public, whether Italian or foreign."

Cinema Revolution, the promotion campaign promoted by the Ministry of Culture to support Italian and European films in cinemas during the summer, ends in 2026 with 1,676,271 attendances and 10.59 million euros in revenue. Compared to 2025, the balance is slightly negative: -0.5% of spectators and -0.2% of revenue. Last year, however, there was an extra week and there were English films.

Comparing the same period, the figures change the sign: +2.5% on both fronts. Among the total, Italian titles, including co-productions, account for 869,641 entries and 5.49 million: 51.9% of tickets and revenue. The other European films have 806,630 attendances and 5.10 million. As for the programming, the first screenings account for 50.8% of the audience, while the sequels account for 49.2%.

The reduced price accompanies both new releases and already existing ones. The comparison with previous years remains favorable: attendance has increased by 14.3% compared to 2024, and by 1.6% compared to 2023. Cinema Revolution's formula involves paying 3.50 euros per film for the audience and 3 euros refunded to the box office by the Ministry of Culture, through Cinecittà.

The campaign ran from June 19 to September 20. The other summer positive proof in the boxes is "Cinema in Festa": 3.50 euro tickets for all films. Between Monday and Thursday, September 21-24, attendance is 786,187 and revenue is 2.91 million. Compared to the same days of the previous week, attendance increases by 114.38%, more than doubling, while revenue increases by 9.35%.

The difference is the immediate effect of the discount: boxes are filled more, but each ticket brings in less revenue. Compared to the same days in September 2025, attendance has increased by 105.17% and revenue by 5.73%. "Cinema Revolution," the deputy minister adds, "has become a habit and has cemented the habit of summer cinema, with positive results in attendance and public perception.

Thanks to initiatives like this, the myth of the lack of appeal of cinema in Italy during the summer months has been debunked. This is also thanks to the investments made in the boxes in recent years." "Cinema Revolution," like "Cinema in Festa," has already been confirmed for next year.