September 21, 2021


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The MIA market in Rome is looking for greater prominence as a key post-lockdown event

3 min read

Rome’s MIA market for TV series, feature films and documentaries is stepping up activity for its upcoming mixed-body and digital versions in October, which looks set to attract a strong roster of international executives and high-profile projects.

Rome’s new Consult Mart has announced the launch of its MIA digital platform in addition to its planned physical event for the 6th edition to be held in Eternal City in May. Since then, the American film market has been fully online in November, and the Mipcom TV market in Cannes – which preceded MIA – has seen large distributors such as the BBC, ITV and Fremantle refuse to participate.

In contrast, some big industry players are joining the MIA advisory board, as a clear indication of support for Rome Mart. Some of the standouts that have been hired by the MIA are Wild Ship Content Chief and former Netflix executive Eric Barmak; Rosa Bauer, MGM’s head of international television; BBC Commissioner Mandy Chang; Kevin, chairman of Lionsgate Television Group, pleaded; And Kate Barnes, senior VP of ITV Studios Global Entertainment, just to name a few.

Meanwhile, French promotional agency Uniference has confirmed bookings for its large umbrella space, and has partnerships with Europa International, an organization of European sales agents, and Europa Distribution, also acting as Europe’s driver. Lucia Milazoto to

Any physical space booked by French sales agents includes Kinology, StudioCanal, Luxbox and Celluloid Dreams. Also, several Italian sales companies have taken a booth among them Vision Distribution, True Colors, Rye Com, Intramovis, Fandango Sales, Cocaine and Summertime International.

“This year MIA, which comes after Mopcom, will be the first physical market [comprising a wide range of unfinished product] After Berlin in a whole new context; In a completely different ecosystem than in the past, ”said Milazotto Different.

“The need for an event that will have a physical element this year as well as a digital platform is an important competitive element,” he added, adding that “MIA identifies itself as the first market with an integrated environment, both physical and digital.”

“It’s small, intimate; It supports movies and docs in addition to TV, ”Milazotto told Vis-a-Vis. Mipcom “The key is that MIA is a project market, which at times like this gives it a whole new dimension” as it is smaller, more cost-effective and provides scouting and presentation of projects. It makes MIA “He is the first important (epidemic) physical event in Europe where the industry can present high-profile drama, ”he is proud.

Francesco Rutelli, head of the Motion Picture Association of Italy, notes that the MIA has already identified itself as a significant event: “This year, the dramatic situation we are going through has an additional significance, as the only European market. [for both TV and film] After Berlin which industry executives may have both digital and physical options.

“The mixed physical / digital model does not exclude personal struggles and a humane touch that is important for doing business in very special places in Rome.”

What is clear is that, like the upcoming Venice Film Festival, which is set to hold a physical version in September, the MIA has been seen by Italian industries as a key catalyst for the re-launch of the COVID-19 era.

Giancarlo Leনn, head of the Italian TV production company APA, noted that this year, representing Italy’s efforts to gain a new place on the international market map, the MIA “faces the challenge of preparing to become a symbol of Italian industry.”

Leon noted that the epidemic has caused an estimated ক্ষতি 1 billion (১ 1.1 billion) in economic damage to the Italian audiovisual industry. “For these reasons, MIA has the time and space to showcase our industry skills today; Its talent for understanding change; He has demonstrated his ability to deal with unforeseen problems and, above all, his creative ability to innovate content in storytelling and by MIA Digital, the ability to take advantage of business events, such as his events, ”he said.

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