Italy expecting record moviegoing year

Industry body predicts 125 mil movie tickets to be sold

TAORMINA, Italy -- The Italian movie going market is on pace to finish 2010 on a high note, according to the audiovisual association ANICA, which predicted the sector would beat last year's levels in terms of tickets sold, revenue from tickets sold, and even the market share for Italian-made productions.

ANICA's predictions are in line with month-by-month sales figures released by cinema monitoring company Cinetel, but the ANICA information goes farther because it makes forward-looking projections.

According to ANICA president Roccardo Tozzi, total 2010 ticket sales are expected to rise by around 25% compared to last year, with revenue from ticket sales surging at least 30%. Tozzi said Italian films would make up around 30% of total sales, a slight drop from year-to-date levels of 32.8% but still above last year's anemic 24% market share.

Tozzi also predicted that a total of 125 million movie tickets would be sold this year. If true, that level would represent a modern-day record for Italy.