This chapter explores the influence of Italy's 2010 law on tax credit and product placement upon national film production. The chapter first details how the Italian government sought to encourage private investment in the national film industry through a combination of tax credit and product placement incentives. Then, the chapter focuses on a case study: the 2012 comedy The Commander and the Stork (Il comandante e la cicogna) directed by Italian auteur Silvio Soldini. The case study analysis shows the differences that the newly implemented law made in the film, compared to Soldini's earlier films, as it allowed the implementation of a highly visible and narratively intrusive product placement deal with liqueur brand Disaronno. The case study analysis provides an example of the effect of institutional regulatory strategies upon film narratives.
It’s a Branded New World: The Influence of Regional Policy and ProductPlacement Upon Contemporary Italian Film Narrative
Gloria Dagnino
2015-01-01
Abstract
This chapter explores the influence of Italy's 2010 law on tax credit and product placement upon national film production. The chapter first details how the Italian government sought to encourage private investment in the national film industry through a combination of tax credit and product placement incentives. Then, the chapter focuses on a case study: the 2012 comedy The Commander and the Stork (Il comandante e la cicogna) directed by Italian auteur Silvio Soldini. The case study analysis shows the differences that the newly implemented law made in the film, compared to Soldini's earlier films, as it allowed the implementation of a highly visible and narratively intrusive product placement deal with liqueur brand Disaronno. The case study analysis provides an example of the effect of institutional regulatory strategies upon film narratives.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
