Italy has been the most successful European territory for Marc Forster's The Kite Runner. Filmauro released the adaptation of Khaled Hosseini's best-selling novel, about two boys growing up in 1980s Afghanistan, in March and it has grossed $12.4m (EUR8.1m) to date. Filmauro president Aurelio De Laurentiis says the distributor backed the launch with a marketing budget of $3.1m (EUR2m), and played the trailer before popular local films including Grande, Grosso e Verdone and Natale In Crociera. Additionally, Filmauro targeted upscale young audiences via TV and radio launches and a trailer before Woody Allen's Cassandra's Dream, which Filmauro also distributed. De Laurentiis said they focused on the book's themes of 'love and liberty' to appeal to Italian audiences.
Un Estate Al Mare (Medusa Films)
Release date: June 27
This summer holiday-themed film from veteran Italian director Carlo Vanzina, starring Gigi Proietti and Ezzio Greggio, will be released on more than 700 copies by local distributor Medusa Films. It is seen as a gamble as it is the first commercial local film to be released during Italy's notoriously slow summer months. Paolo Protti, president of exhibitors' association Anec, explains it is a chance for the local sector to take summer distribution into their own hands. In 2007, Warner Bros enjoyed great success with a July opening for Harry Potter And The Goblet Of Fire. This summer the studio is releasing Batman Begins sequel The Dark Knight on July 23.
Total Box Office Jan 1-May 31, 2008 - $424m (EUR273m) - 46.1m adms
Number of sites 2008 - 1,098
Market share of local films 2008 - 33.2%