Presentata a Milano la ricerca la ricerca “Misurazione dell’impatto socioeconomico che le sale cinematografiche e gli eventi culturali producono nell’economia dei territori”, a cura dell’Agis e di Impresa Cultura Italia-Confcommercio.
Non solo spesa al botteghino, ma shopping, trasporti e pasti fuori triplicano la spesa culturale di base: ogni euro in biglietti di ingresso a cinema e teatro genera 2 euro di spese extra. Nei consumi extra degli spettatori, a fronte di 5,3 miliardi di spese, si genera un valore aggiunto annuale da 4,7 miliardi di euro, una produzione aggiuntiva da 10,8 miliardi, oltre a 99 mila unità di lavoro. Allo stesso modo, nei consumi extra degli spettatori dei festival, a fronte di 181 milioni di spese, si genera un valore aggiunto annuale da 160 milioni di euro, una produzione aggiuntiva da 369 milioni, oltre a 3.400 unità di lavoro. In particolare è pari a 4,7 miliardi di euro il valore aggiunto generato da 4 best practice italiane del cinema e del teatro, e a 160 milioni di euro l’indotto in arrivo da 5 grandi festival nazionali. A dirlo è la ricerca “Misurazione dell’impatto socioeconomico che le sale cinematografiche e gli eventi culturali producono nell’economia dei territori”, a cura dell’Agis, di Impresa Cultura Italia-Confcommercio, dell’Università IULM di Milano e della Camera di commercio di Milano Monza Brianza Lodi. La ricerca è stata condotta con la collaborazione dell’Istituto Makno e mette in luce come gli eventi culturali attivino processi virtuosi di incremento della domanda di beni e servizi e siano in grado di dare una spinta allo sviluppo dell’economia del territorio.
“La cultura è l’energia vitale e trasversale della nostra società, in particolare di Milano. E la cultura – ha dichiarato Carlo Sangalli, presidente della Camera di commercio e di Confcommercio Milano – rafforza l’attrattività del territorio. I dati della nostra ricerca, infatti, dimostrano l’indotto rilevante generato dal settore culturale e creativo a beneficio del turismo. Investire nella cultura significa investire nella crescita sociale ed economica del nostro Paese e significa, soprattutto, investire nel futuro”. Per Carlo Fontana, Ppresidente Agis e Impresa Cultura Italia-Confcommercio, “la ricerca mette in luce alcuni aspetti di grande rilievo. Uno dei dati più interessanti è quello ‘anagrafico’: la maggioranza degli spettatori che frequentano gli spazi culturali, infatti, è compresa nella fascia di età tra i 35-40 anni. A questo si aggiunga come la ricerca sia un’ulteriore e significativa conferma di quanto il settore della cultura, in tutte le sue forme, sia un volano economico fondamentale per il Paese, con un ritorno sempre superiore rispetto alla spesa investita”.
I risultati
Il 68% degli spettatori intervistati dichiara che l’uscita per il cinema o il teatro diventa occasione per effettuare altre spese. Infatti, oltre al costo dei biglietti di ingresso, si stima una spesa aggiuntiva pro capite media di 53 euro, tra shopping, cene, aperitivi, servizi ecc., un dato oltre cinque volte maggiore al prezzo del biglietto di ingresso al cinema e circa due volte rispetto al biglietto per lo spettacolo teatrale. Considerando l’incremento di valore che si verifica nella produzione e distribuzione di beni e servizi finali fruiti dagli spettatori, rispetto ai beni e alle risorse primarie iniziali, necessarie alla produzione di uno spettacolo, si genera sul territorio un valore aggiunto di 4,7 miliardi di euro. Nel caso della partecipazione a festival, la spesa aggiuntiva pro capite degli spettatori oscilla tra i 65,5 euro se la partecipazione avviene in giornata e i 200 euro al giorno se lo spettatore è anche turista e pernotta fuori. E il valore aggiunto generato dal turismo legato agli spettacoli ammonta a circa 160 milioni di euro. Anche le spese di gestione delle strutture cinematografiche e teatrali e di organizzazione di festival mettono in moto un analogo volano di sviluppo. Per cinema e teatri il valore aggiunto generato è di circa 11 milioni di euro. Per i festival considerati il valore aggiunto è di 18,9 milioni di euro.
Le abitudini degli spettatori
Dalla ricerca emerge che si va meno al cinema e a teatro: oltre la metà degli intervistati (circa il 56%) ci va anon più di 1 o due volte l’anno, mentre 1 su 4 (circa il 25%) va almeno una volta a settimana. Il 94,3% del campione si dichiara ampiamente soddisfatto della qualità delle strutture dello spettacolo frequentate, con voto superiore a 6 per circa il 60% degli intervistati. Lo spettacolo e’ innanzitutto occasione di socialità: il 94% degli spettatori intervistati va abitualmente al cinema con qualcuno: il partner (44%), gli amici (33%) o la famiglia (23%). I festival mostrano un crescente successo ed attraggono un pubblico affezionato: chi partecipa a questi eventi lo fa più di una volta l’anno, la partecipazione arriva a 3,7 manifestazioni all’anno. Oltre la metà degli spettatori di cinema e teatro ha tra i 35 e i 45 anni. I festival tendono ad avere un pubblico più giovane: oltre un terzo di chi segue queste manifestazioni ha meno di 35 anni. Dopo i 45 anni la fruizione di spettacoli diminuisce progressivamente. I giovanissimi rappresentano una quota inferiore all’11% degli spettatori.
Il paniere delle spese
Tra le voci del paniere di spesa dello spettatore di cinema e teatro, al primo posto la c’è la ristorazione per la quale si spendono quasi 18 euro a testa, seguita dallo shopping (24 euro, tra acquisti per i bambini, per sé e/o altri familiari o altro), dalle spese al bar (quasi 6 euro) e dal parcheggio ( circa 2 euro). L’auto è usata da oltre il 72% degli spettatori delle sale cinematografiche e teatrali. Oltre il 73% degli spettatori dei festival pernottano fuori con una spesa media di 61,5 euro a notte, il soggiorno diventa, poi, occasione per effettuare altre spese o svolgere altre attività: spendono in media: 28,8 euro per la ristorazione e 36,7 euro in altre spese (acquisto prodotti tipici, prodotti editoriali e merchandising collegato allo spettacolo, servizi offerti in loco, eccetera).
Tipologia di spettatore
Gli spettatori tra i 35 e i 44 anni confermano una buona capacità di spesa, pari a 69 euro contro la media di 53 euro, concentrati soprattutto in shopping e acquisti per bambini e la famiglia. A sostenere la spesa maggiore per cene e parcheggio sono gli spettatori tra i 65 e i 75 anni (28 euro per il ristorante contro la media di 17,6 euro, e 5 euro per il parcheggio contro la media di 2). A livello territoriale , si spende di più nelle regioni del Nord Ovest (63 euro, 10 euro in più rispetto alla media), meno nel Nord Est (42,6 euro).
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