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Built on the former site of Dino de Laurentiis Studios, featuring extravagant theming designed by Academy Award winning set designer Dante Ferretti and with music by Oscar- winning composer Ennio Morricone, Cinecittà World boasts a certain amount of movie-making pedigree. The one thing this new movie park doesn’t have is any licensed intellectual film properties. But that’s okay, says chairman Emmanuel Goût, as this is a park where you are the star. Here he tells Park World readers more about this €250 million ($330m) project that has finally come to fruition after more than 10 years on the drawing board
BELOW: Emmanuel Goût
Cinecittà World A
The movie park where you provide the IP!
t Cinecittà World we have tried to build a park with its own identity. There are five reasons to visit us here in Rome. First is obviously the attractions, second is the scenery, third is how well you will eat inside the park, fourth is the quality of the shows, and then finally there is the green areas. On the first day, the 24th of July, I was going round the park to talk as much as possible with the visitors and I met an old couple having lunch. They told me, “Oh we are so satisfied because our whole life we went around theme parks worldwide, but we can no longer go on attractions. Here we can enjoy the shows, we can eat, we can walk around. We appreciate that in your park you are able to satisfy all of the family.”
I was talking to my marketing guys this morning and we said we should think a little bit more about how we can communicate this because we are still advertising it as a theme park; I think we should do something to demonstrate that you cannot come here and try to compare with the other parks. I do not want to say if
we are better or worse, but we have succeeded in creating our own atmosphere with the music of Ennio Morricone and the design of Dante Ferretti. One of the journalists who was here for the opening commented that it was amazing Dante Ferretti has never made a sci-fi film because the huge spaceship he created for our Altair 10 inversion coaster is exactly as you would find in such a movie. However, we asked Dante not to make the scenography of any existing movies. I asked five guys what they thought about when they entered our New York area – Cinecittà Street – and they told me five different movies, from Gangs of New York [for which Ferretti provided the original set design] to Taxi Driver.
Make your own movie! There no films or IPs [intellectual properties] in the park. The only place where the movies are clear is in the Western area, because obviously you immediately think about Spaghetti Westerns, but for all the other areas there is no special connection with any particular movie.
Not all movie parks have real studios, but we do, however we are different to Universal or Disney, who have their own IPs. Cinecittà has no IPs, because it is not a producer. Cinecittà Studios is a place where other people come to make movies, and that’s what we want the visitors to do at Cinecittà World; to have the illusion of shooting a movie. Even in our restaurants the waiters are dressed like film technicians, because we want you to feel like you are part of the action. In many cases, theme parks are telling you what to do. In our park, we invite you to dream, we are not choosing the dream for you. We insisted on this location for three main reasons.
First we are the only park in Rome, we are very close to the ring road, and third we are on the studios site. It was a fantastic opportunity for us.
I took charge of this project in 2003. It was a big dream of Luigi Abete [president of Italian Entertainment Group, or IEG, which controls both Cinecittà Studios
28 AUGUST 2014
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