Big news from the Venice Film Festival! Italy’s PiperFilm and France’s Playtime are joining forces to create Piperplay, a game-changing sales company for Italian cinema. With Giulia Casavecchia leading international sales, this new venture promises to bring the best of Italian film to global audiences. What does this mean for the future of cinema Italiano?
A significant development in the world of international cinema sales has emerged with the formation of Piperplay, an innovative new company born from the strategic alliance between Italy’s PiperFilm and France’s Playtime. This venture, officially launched from the prestigious Venice Film Festival, is poised to become a formidable force in promoting and distributing Italian movies globally, fundamentally reshaping the landscape of cinema Italiano’s international reach.
Piperplay distinguishes itself through an ambitious and comprehensive approach to film sales, committing to engage with product from the earliest stages of its lifecycle. This includes active participation in development, packaging, and financing, extending through production oversight, meticulous festival strategy, national theatrical release coordination, and ultimately, robust worldwide sales. This holistic model aims to nurture Italian cinematic projects from conception to global market presence.
Both founding companies have a strong presence at the current Venice Film Festival, showcasing their commitment to high-quality Italian cinema. PiperFilm is notably involved in the Italian theatrical distribution of Paolo Sorrentino’s festival opener “La Grazia” and Pietro Marcello’s “Duse,” while Playtime is actively managing the international sales for Andrea Di Stefano’s compelling feature, “My Tennis Maestro.” Their individual successes underscore the collective strength they bring to Piperplay.
The leadership of Piperplay will be a collaborative effort, jointly steered by PiperFilm’s experienced sales chief and Playtime Group CEO and founder François Yon. This dual leadership structure is designed to leverage Rossi’s profound expertise in introducing Italian titles to the global market, seamlessly integrating it with the commercial acumen and curatorial intelligence that define Playtime’s established international infrastructure, as highlighted in a joint statement.
Further strengthening this new enterprise, seasoned sales executive Giulia Casavecchia has been appointed as Piperplay’s head of international sales. Casavecchia brings a wealth of experience to her new role, having previously served as the sales chief at the well-regarded Rome-based sales company True Colours, positioning her as a key figure in the company’s strategic international expansion.
Expressing her enthusiasm, Rossi commented on the honor of co-leading Piperplay with Francois, emphasizing that the company represents more than just a new sales entity; it embodies a “new way” of approaching film sales. She articulated the belief that “Gathering people, experiences, professional skills and blending Italian and French passion for cinema can represent a great innovation for the market,” affirming her excitement to contribute to this groundbreaking initiative.
Echoing this sentiment, Yon remarked on Playtime’s longstanding affinity for Italian cinema and its filmmakers. He further elaborated that “This new alliance with PiperFilm allows us to pursue our ambition to bring Italian creative talents to international audiences,” underscoring the strategic alignment and shared vision that underpins the formation of Piperplay.
Massimiliano Orfei, CEO of PiperFilm, also voiced his strong approval, describing the collaboration as a “smart move” that elevates the concept of partnership between sister companies. This strategic alliance follows the acquisition of a minority stake in PiperFilm by pan-European indie group Vuelta in March, integrating Piperplay into a broader, powerful media network.
Vuelta Media, which includes Playtime as its international sales unit, also encompasses France’s Pan, Germany’s SquareOne/Telepool, Benelux’s WW Entertainment, and Scandinavia’s Scanbox Entertainment, along with prominent production company Indiana Production in Italy, known for Netflix’s “The Leopard.” This expansive structure positions Piperplay within a robust ecosystem designed to amplify European cinematic talent on a global scale.
