If in 2019 in Italy the cultural and creative industry had a turnover of almost 96 billion euros and activated other sectors of the economy, moving overall 265,4 billion, equivalent to 16,9% of the national added value - equal to a wealth that was also positively reflected in employment where the cultural and creative production system alone gave work to 1,55 million people, representing 6,1% of the total employed in Italy – with the advent of Covid, museums have lost around 80 million euros; cinema almost 120 million, musical performances 350 million. On the contrary, digital channels have experienced a veritable boom in subscriptions.
In the first weeks of the lockdown, the audience grew by more than 100%. Even the more traditional segments of the cultural industry have exploited the potential offered by digital to keep the relationship alive with their audience. In the light of this scenario and to analyze its aspects in terms of supporting the growth of the sector, UniCredit continues the dialogue also with this productive part of the country. It does so by creating "Italy: the state of the art", an in-depth analysis in three meetings digital aimed at exploring the world of Italian lifestyle, involving in a constructive comparison the excellence of the sectors that constitute its backbone, such as audiovisual, cultural tourism and urban furniture and design. In each stage there is a focus on the digital evolution of the individual sectors. In a subsequent phase, a transversal project will be launched on the enterprises of the cultural chain on the basis of the inputs that have emerged
"Italy: the state of the art" kicks off with a digital meeting dedicated to Yggb the dialogues on theatre, cinema and art. The day was opened by Remo Taricani, Head of Retail Italy UniCredit and by Francesco Rutelli, President of ANICA (partner of the stage). This was followed by the presentation of a study by Nomisma (partner of the stage) on the sector and a talk with Patrizia Asproni, President of Confcultura (partner of the stage); Giampaolo Letta, CEO and VP of Medusa Film; Pierluigi Sacco, Full Professor of Economics of Culture at IULM; Carlo degli Esposti, founder of Palomar; Andree Ruth Shammah; Director and President of Teatro Franco Parenti; moderated by Cristiano Seganfreddo, Director of Flash Art. The conclusions were entrusted to Remo Taricani.
A sector inserted among the key pillars of the National Resilience and Restart Plan (PNRR), with a destination of over 6 billion euros aimed mainly at increasing the level of attractiveness of the country's cultural and tourist system through the modernization of infrastructures, tangible and intangible. What we therefore have at this stage, thanks to the financial resources made available by national and European institutions, is a unique opportunity to relaunch our country's economy through support for the key sectors of our economy. An opportunity that we must all seize as a system, networking and focusing on the synergy between the public and private sectors”.
The crisis caused by the Covid-19 could represent the opportunity to carry out that digitization process of the sector which was struggling to take hold and which could allow the sector to respond to the needs of more flexible and personalized methods of use.
In this context, the strategic factor seems to be the ability to innovate, experimenting with new languages capable of:
use the online presence not as an end but as a means to integrate the offer and propose higher quality experiences; transform the business model by creating content, products and services that integrate ticketing alone as a source of revenue; generate new demand, intercepting the needs of an increasingly evolved market.
The itinerary will continue on July 13 with a discussion dedicated to cultural tourism and on July 15 with a focus on furniture and design.
