Marconi Magic Box

CINECITTÀ LUCE is the public company operating for the  Italian Ministry for Arts and Cultural Activities, whose mission is giving support to the Italian cinema. Among its activities, it organizes worldwide exhibitions and retrospectives on the classical and contemporary Italian cinema in agreement with the most important international cultural institutions.

Cinecittà Luce originated in May 2009 after the merger between Cinecittà Holding and Istituto Luce.

Cinecittà Luce owns a huge archive of cinematographic and photographic materials, in part of its own production and in part coming from private archives. Furthermore, it distributes Italian and European-made films assuring them an adequate diffusion on the national market.

In December 2008, Cinecittà Luce (Cinecittà Holding at the time) took over Filmitalia, a company created in order to promote and increase contemporary Italian films distribution on national market upon which it had 100% control till then. Filmitalia’s professionals  keep on working in Cinecittà Luce and carry on the cooperation work of these last years with the main international film festivals - which include Cannes, Berlin, Buenos Aires, Toronto, Shanghai, Tokyo, Locarno, New York, London and so on, with the organization of the national selections and dealing with the presence of Italian films and artists>; taking part in the major international film markets and  organizing  numerous events in countries with great commercial potential such as the Italian Film Festival in Japan, The Open Roads New Italian Cinema in New York, the Festival del Cinema Italiano (Italian Film Festival) in Madrid and the Mittelcinemafest.

Cinecittà Luce is also responsible for several service and support activities, for the cinema sector including:

• Activity of study and research carried out in its  Study Centre;
• Activity of cinema rights management concerning state-financed Italian films that have not returned the loan received;
• The launch of editorial initiatives such as monographic volumes and collections of the main Italian cinema authors autori del cinema italiano.

Another activity performed by Cinecittà Luce is the management of a film library of about 3000 titles, the most representative ones of the Italian film production, with subtitles in foreign languages, fuelling the cultural promotion activity carried out annually in agreement with the most important national and international institutions.

Cinecittà Luce is also the publisher of the daily on line CinecittàNews that constantly provides information about the main activities linked to the Italian cinema as well as about the progress of its institutional and  legislative activities.

Visual Identity

Two great symbolic patrimonies, Cinecittà and Istituto Luce, which tell and represent the Italian cinema: this is the spirit that lead to the Cinecittà Holding’s identity and brand system redefinition.

The new identity is signed by Inarea - a company specialized in the invention and the administration of identity systems, creator of logos such as Biennale di Venezia, Confindustria, Rai and Trenitalia - whose aim is to translate into symbols the values of a company reality projected at the future of the Italian cinema.

The language of this new tale recovers the style of the Cinecittà’s historical typography line . The Logotype features the substitution of the second letter “C” with the pictogram of a  stylized eagle, Istituto Luce’s historical icon of the, inscribed in a circle.

The symbol generates a simple but effective representation code that aims, within the communication, to the preservation of the institutional profile through a simple, essential and strict representation.

By Marconi Magic Box (2009);
Translated by Cristina Carloni;
Supervisor: Simona Maria Melchiori.