Our anniversary exceeds expectations and attracts a large following.
The virtual curtain falls on the 30th edition of Noir in Festival, a complex endeavor due to its moving temporarily online, but a hit nevertheless with audiences of yore and an abundance of new viewers as well, all of whom willingly went remote to catch the festival’s slate of films and other events.
The numbers for Noir’s 30th tell it all: the edition could boast 42 recorded videos and 34 livestreams produced for the occasion, for a total of over 37 hours of original content teeming with authors, directors, friends of the festival and leading figures on the noir scene. This part of the program – thanks in part to 35 Facebook crossposts in a joint collaboration with 15 pages of publishers and partners – attracted over 60,000 page views on Facebook and YouTube, for a total of 1,500 user hours.
The over 200 posts created on Facebook were seen by more than 800,000 people, with an average of 250 users involved daily, while on Instagram, the over 150 items of content, including feeds and stories, reached approximately 150,000 accounts.
MYmovies hosted 30 events, including 23 films, a combination of Italian premieres, tributes and titles in competition, with an average attendance of 600 viewers in the virtual screening room, and a total of 16,000 seats reserved.
“These are numbers that make you think,” say directors Giorgio Gosetti and Marina Fabbri, “because while a festival is deprived of one of its essential features, in-person participation, the visibility of the festival is multiplied exponentially and a new concept of ‘community’ arises, albeit virtual. The future lies in fostering the coexistence of these two phases with bold new ways of promoting cinema and culture, building on the foundations of a great tradition we all hold dear. We are committed to this mandate from this very day on, as we look to the next edition of Noir in Festival, scheduled to unfold in Milan and Como from Monday, November 29th to Saturday, December 4th, 2021.”
The first online edition of Noir was made possible by the support of the Ministry of Culture – Directorate General for Cinema, IULM University, Istituto Luce – Cinecittà, Associazione Amici di Como, and SIAE, and has proved to be a success in terms of virtual attendance and page views totaled. The warmth of the festivalgoers, who took part and interacted remotely, made up for the lack of real contact that makes and will continue to make festivals unique and irreplaceable events. We thank all our partners who made the event’s success so remarkable: MYmovies, the Feltrinelli bookstores, the IULM campus, the Japanese Institute of Culture, Ibs.it, and all our media partners.
