MIA Market Transforms Rome into Industry Hub

The 12th MIA Market in Rome concluded, with market head Gaia Tridente describing it as a renewed and more ambitious edition. The event significantly expanded its physical footprint, incorporating new venues along the renowned Via Veneto and integrating the city into the market's identity.

This transformation involved reimagining the market's geography, creating a new industry district with Palazzo Barberini as the main hub. The goal was to offer participants a unique experience within walking distance, making Rome an integral part of MIA's appeal and identity.

Significant changes also included the introduction of a new gap-financing market for animation series. Furthermore, a dedicated strand showcased financial tools for European producers and the growing role of equity capital in audiovisual production.

The market also synchronized its dates with the Rome Film Festival and Alice nella Città. This strategic alignment aims to strengthen Rome's position as an international audiovisual hub, fostering collaboration and synergies between industry professionals and festivals.

The event navigated industry turbulence, including significant layoffs at Netflix and ongoing mergers. Executives discussed these shifts as opportunities, emphasizing the need for innovation and adaptability in a rapidly evolving landscape.

European producers face challenges like declining distribution advances and rising production costs. However, the market also saw the launch of a €100 million fund to finance audiovisual productions and film distribution in Italy, supported by Media Capital Technologies and RP1 Holding.

Investment in content production for Italy's film, TV, and streaming industries saw a 7.4% drop to €2 billion in 2025, marking the first decline since 2018. This was influenced by uncertainty over government tax credits for domestic production.

The report highlighted the continued reach of Italian scripted content. Shows like "Sandokan" and "La Preside" drew large audiences on linear TV, while "The Sea Beyond" and "Il Paradiso delle Signore" remained hits on streaming. Netflix's "The Monster of Florence" garnered 9.7 million global views in its first week.

Producers are focusing on finding audiences across diverse platforms, from traditional TV to social media like TikTok and YouTube. There's an emphasis on data-driven targeting and courageously developing projects with strong creative convictions.

The MIA Market also launched its European Investment Hub to guide professionals through available financial tools. Reports indicate a substantial increase in available money for audiovisual productions, with various international financing opportunities emerging.

Discussions also touched upon the rising interest in vertical content, with projections of significant revenue generation globally. Platforms and legacy media companies are investing, though the market is considered the 'Wild West' with no clear roadmap for profitability yet.

Finally, the article noted a resurgence in Italian horror, with films like "The Spiral" gaining traction. Trends driving the horror boom include digital-native creators and the eventization of theatrical experiences, with distributors focusing on creating strong brands around filmmakers and seeking new voices.