HERE COMES THE MULTIPLEX! Notes for a ‘Flipped’ History of the Italian Film Market (1998-2015)

During the fall of 1997, the first complex of multiplexes was inaugurated in Italy by the Warner Village group. At the dawn of the new millennium, multiplexes account for more than 50 percent of the Italian cinema market, in terms of box office and tickets sold. The aim of this essay is to propose a reflection on the relations between film distribution and exhibition in the period between 1998 and 2015, in the years just before Netflix launched in Italy. The essay analyzes the Italian multiplex phenomenon and the significant transformation of movie theatres at the intersection of regulatory landscapes, distribution strategies, and the onset of platformization. The analysis will consider, firstly, quantitative data on the revenues of movie-theaters, categorised by typology (single-screen, multi-screen, and multiplex). We will then examine the significance and impact of this situation on distribution. Specifically, we will explore how distribution strategies changed during the reference period and how the interactions among operators evolved in response to these changes. To achieve this, we will utilize quantitative sources such as Cinetel, as well as reports from trade associations and regulatory texts. Additionally, we will conduct targeted interviews with key stakeholders, including distributors, exhibitors, and trade associations.