Giffoni Film Festival, the brand is worth 71 million

This is an important acknowledgement for the kermesse in which children - from the age of three to the age of majority - determine the winning films and which, in the edition held from 19 to 28 July, activated 5,000 young jurors from 33 nations and mobilised 300,000 attendees over ten days.

"I had been thinking for years of having a study carried out on the value of the Giffoni brand," emphasises festival director Claudio Gubitosi, "in the conviction that this analysis could provide important elements in the evaluation of the impact that Giffoni has had in terms of transforming the territory, creating an economic and employment spin-off, but also and above all in terms of the social value that the brand itself has been able to build up over more than half a century of history. The study carried out by Deloitte responds precisely to this need in a timely manner. And it is precisely the data on the social value of the Giffoni brand that makes me most proud: over 70 million generated in the geographical area of reference by the festival and all the other initiatives we promote during the year".

This year, for example, more than 300 guests attended, related to the 130 films in competition but also to the previews. There was, among other things, a launch of Parthenope with the intervention of Paolo Sorrentino, the return of Gabriele Muccino, the testimony of Cardinal Zuppi and politics with Giancarlo Giorgetti, Elly Schlein and Giuseppe Conte. Irony of fate: in the very year in which the festival was in danger of not being held, an innocent victim of the tug-of-war between Prime Minister Giorgia Meloni and Campania's governor Vincenzo De Luca. Gubitosi, meanwhile, is scanning the horizon: "Giffoni is the engine of a territorial development that confirms that it is a virtuous experience that has been able to bring about real change, an example of a Mezzogiorno that produces innovation through culture and creativity, all in an inland area that, thanks to this initiative, is now much less exposed to the unfortunately prevailing dynamics of depopulation and desertification". For the director and founder of the festival, we are in short talking about "flattering data, which confirm how much Giffoni has represented and still represents the engine of a real territorial, productive, as well as cultural revolution".