PW-MAR20-52-54-Park-Profile.qxp_Feature 30/03/2020 16:15 Page 52
Park Profile
Looking to the future
Since his appointment as CEO in 2016, Stefano Cigarini has led Cinecittà World through a period of exponential growth and in this Park World exclusive, he lifts the lid on what’s coming up next…
PW: Tell me about the history of Cinecittà World and your involvement in it? SC: Cinecittà is the largest Film and TV Production studio in Europe. Founded in 1937, it spans over 50 hectares and has hosted in 80 years over 3.000 movies and a countless number of TV shows and commercials, in short it is the main hub of Italian Cinema Industry. In the 1950’s, due to the number of international
productions being made there, it started to be referred to as
the “Hollywood on the Tiber”. After 60 years of public ownership in a complex economic
situation, in 1997 the Italian Government privatised Cinecittà. New management was introduced and it was during this period that I first joined the company as CEO of Cinecittà Entertainment Spa (2001). Our goal was to re-launch the Studios, with a new
development plan, and we came out, among other business opportunities, with the project of creating a movie based theme park. The major inspiration was, on a much smaller scale of course, Universal Studios Theme Parks. In 2008 I moved to work for other companies (managing
director of Zoomarine, CEO of Rainbow Magicland and, until 2016, senior vice president Entertainment and Events of Ferrari, where I had responsibilities on Ferrari’s theme parks – Ferrari World Abu Dhabi, Ferrari Land, PortAventura-, Ferrari Museums and Worldwide Events). The project at Cinecittà was developed and the park named “Cinecittà World” finally opened to the public in summer 2014.
52 For various reasons, the first three years of the park were
not positive, so the shareholders decided a change in management was needed. I was contacted in the middle of 2016, joined the company,
created a new management team and started a 2017 - 2019 recovery plan in order to put the Park back on track. We developed a new concept of experience park: a
place in which you could enter the world of cinema, see the backstage of movies and TV shows, take part in them and be immersed in the narrative and the stories. We currently shoot movies and TV Shows at Cinecittà
World and once a film is completed, the set becomes part of the offering of the Park In the last three years we have recorded a strong growth
rate (+350%) which has allowed Cinecittà World, with over 400.000 visitors, to become Rome’s No.1 park and to rise to 5th place in Italy. Online sales at
www.cinecittaworld.com accounts for over
60% (70% in volume), making us the no.1 digital park in Italy - thecountry average foronline sales at major parks ranks around 30-35% of total turnover.
MARCH 2020
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