Distribution and promotion of new practices and rites for film circulation in Italy: the case study of the Lago Film Fest

Starting from the idea that the film circulation is nowadays influenced by several aspects (e.g. the impact of digital production, the SVOD platforms’ growth and so on), this work aims to explore how film festivals can be considered an innovative space for film circulation, in which stakeholders constantly co-create (Parikka, 2019) and renegotiate the film product meanings and thus the cinematographic experience with (and of) the audiences. Specifically, an Italian case will be analysed: the Lago Film Fest in Treviso (Italy). The results aim to show that audiences actively engage with these different forms of film circulation, by an impacting hybridity between films and the digital realm, hence requiring a great commitment from the audiences. The results also show how much people appreciate to feel active participants of this process. This example suggests a lot about the necessity to guarantee them a more engaging film circulation.