By Paolo Sabbatini From July 1 to 5, 2018, the Italian Cultural Institute is organising Italian cinema week: five soirees at the Institute's theatre (3, Sheikh el-Marsafi, Zamalek, Cairo), screening contemporary films and short films. Italy has a great tradition of quality cinema, and its contemporary film production must be supported as it is an integral part of the promotion of "Brand Italy" throughout the world. The Italian film industry also has a positive, direct and indirect economic and touristic effect and enhances the image of Italy abroad. The event has been named "Fare cinema, the crafts of film-making", and it is part of a programme, which the Italian Ministry of Foreign Affairs and International Co-operation (MAECI) has launched to promote Italian quality film production abroad, with the support of the Italian consular and diplomatic network and the Italian Cultural Institutes. It is an ambitious project that - with the co-operation of the Ministry of Cultural Heritage and Activities and Tourism (MIBACT) and based on a multiannual strategy and teamwork involving the private and public sectors of the film industry, in particular National Association of Cinematographic, Audiovisual and Multimedia Industries (ANICA) and the Istituto Luce-Cinecittà. "Fare Cinema" – is part of the integrated promotion plan the "Italian Way of Life", which features cinema as a priority. "Fare Cinema" focuses on the many "film making crafts men and women", i.e. the different professionals in the trade – such as actors, directors, scriptwriters, directors of photography, stage designers, composers, costume designers, make-up artists, editors, special effects artists. They make up the complex mechanism of film production and every one of them, in front of a camera or behind it, contributes to the success of our cinema in Italy and abroad. The professionals take part in conferences, meetings with the public, seminars, panels and discussions, sharing the experiences of their daily work driven by passion, creativity and top-level technical competences and skills. The event is aimed at engaging qualified industry operators, enhancing the interest of the international public and promoting opportunities for the distribution abroad of Italian TV and films. "Fare Cinema" has been made possible thanks to the co-operation of industry associations and in particular ASC – Associazione Italiana Scenografi, Costumisti, Arredatori; AIC – Autori Italiani della Cinematografia; ACMF - Associazione Compositori Musica per Film; ANTEPAC – Associazione Nazionale Truccatori e Parrucchieri del Cineaudiovisivo; UICD – Unione Italiana Casting Directors and AMC – Associazione Montaggio Cinematografico e Televisivo. "Fare Cinema" was launched on May 3, 2018 at Rome's Cinecittà Studios. The "goodwill Ambassador" of Italian cinema for Cairo is Mr Francesco Vedovati, a famous casting director, who inaugurated the Week on Sunday, July 1, 2018, at 7 pm at the Italian Cultural Institute, introducing the movie he worked for: "They Call Me Jeeg – Lo chiamavano Jeeg Robot".
