Giffoni Experience numbers & format

1. BORN TO BE DIFFERENT

3. The MISSION OF THE GIFFONI EXPERIENCE IS TO SPREAD THE YOUTH
FILM CULTURE IN ITALY AND AROUND THE WORLD, TO CREATE
OPPORTUNITIES FOR CONFRONTATION AND EXCHANGE AND TO PRESENT
THE MOST COMPLETE SELECTION OF INTERNATIONAL FILMS DEDICATED
TO CHILDREN, YOUTH AND FAMILIES. AND MUCH MORE!
GIFFONI EXPERIENCE is a NO PROFIT ORGANIZATION FOUNDED IN 1973

4. The world leader children
and youth film festival

5. EVOLUTION OF THE LOGO
1971 - 1988
1989 - 2008
SINCE 2011
2009 - 2010

6. HOW CAN
YOU
DESCRIBE
THE
GIFFONI
EXPERIENCE
CULTURAL EVENT
LEARNING EXPERIENCE
FILM FESTIVAL
SOCIAL HAPPENING
MASS PHENOMENON
COMMUNITY

7. “CULTURE AND ENTERTAINMENT
SPONSOR VALUE”
IPSOS SURVEY – STAGE UP 2010
TOP 10 most followed
events in Italy
1. Carnival - Venezia
2. Venezia Film Festival
3. Palio di Siena
4. Eurocholate - Perugia
5. Carnival - Viareggio
6. Roma Film Festival
7. Book fair - Torino
8. Giffoni Film Festival
9. Miss Italia
10.Vinitaly - Verona

8. “CULTURE & ENTERTAINMENT SPONSOR VALUE” Research
ISPOS Survey – STAGE UP 2010
Interest Groth Rate
Cultural Events 2008 -2009

9. LIFE
EXPERIENCE
FOR YOUTH
DRIVING FORCE OF
THE INDUSTRIAL
DEVELOPMENT
LOCAL ECONOMY
ENGINE
SOCIAL TEMPLATE
TO BE STUDIED
“Model”
organization
Imitated
FORMAT
COMPLEX
PROJECT
Supreme
Brand
Exportable
Brand

10. Edition n. 43
2013

11. 200.000
S p e c t a t o r s p a r t i c i p a t i n g t o t h e e v e n t

12. 70.000
S p e c t a t o r s a t t e n d i n g S t r e e t s h o w s

13. 30.000
S p e c t a t o r s j o i n G i f f o n i c o n c e r t s

14. 500 press cuttings (newspapers and magazine)
15.000 news on 3.500 websites all around the world.
 + 500% than 2012.
300 news releases in 10 days by the most important News
Agency in Italy

15. SPECIALS CANALE 5
AND ITALIA 1
DAILY STRIPS STUDIO
APERTO, TG 5 AND
TGCOM
30 days “on air”
SERIES “ANNI RIBELLI”
LATE NIGHT FILMS RETE 4
450 COMMERCIALS ON 3 CHANNELS
PRESENCE
GFF 2013 ON
45 MILLION people in Italy followed the
GIFFONI FILM FESTIVAL on Mediaset (aggregated total)

16. About 30 million italians followed
Giffoni on pubblic televisions
30 news to cover the event with 5 live
RAI GULP specials in August e several episodes
Duringthe next television season

17. • 10 Highlights special on SKY CINENEWS
• 2 “Focus on Giffoni” by SKY CINENEWS
• Daily post on Sky social networks about Gx

18. 165 news radio and interviews
30 live coverages on ISORADIO & M2O

20. Being very strong on the web and building up relationships means
creating a legacy. A good face book page and twitter, enable you
to give fast and useful information to your followers.

21. 66.543
N.1 among the FaceBook pages dedicated to film
festivals in Italy and N. 9 in the World
Updated
16 sept 2013
(35.000 on 4/9/2012 – Boost: + 90%)

22. FB FILM FESTIVAL PAGES
FESTIVAL LIKE P.T.A.
SUNDANCE* (jan) 419.552 1.417
DOHA FILM INSTITUTE* (march) 200.767 1.519
BIENNALE DI VENEZIA* (sept) 170.236 6.148
TRIBECA (apr) 139.878 2.225
CANNES FILM FESTIVAL (may) 104.980 367
BERLIN FILM FESTIVAL (feb) 95.902 1.147
TORONTO FILM FESTIVAL (sept) 72.494 6.014
TAIPEI GOLDEN HORSE (nov) 68.624 5.418
GIFFONI EXPERIENCE (lug) 66.543 5.603
**FESTA DEL CINEMA DI ROMA
(nov)
24.610 171
**MILANO FILM FESTIVAL (set) 15.656 2.139
**ISCHIA GLOBAL FEST 8.791 81
**FESTIVAL DI TAORMINA (lug) 7.743 19
P.T.A.: active people on pages **: Italian festivals
Updated on
16 / 9/ 2013
*: cultural institute

23. 31.279 followers
6.780 @ 8/9/2012 || Boost : + 360%
N.13 in the World among the Twitter
accounts dedicated to film festivals
Updated 8/9/2013

24. EQUIVALENT ADVERTISING VALUE
2012: social €3.790.000 - Web: €6.230.000 - Total €10.020.000
2011: social €1.360.000 - Web: €3.339.000 - Total €4.699.000
Data 2013: social €4.755.234 - Web: € 17.207.748 - Tot: €21.962.983

26. 3.600
FILMS
SCREENED

27. The shared heritage
Giffoni experience
contributed to elevate the
quality and the distribution
of youth cinema.
7963 movies in preselection
75 school productions (2000/2012)
10 film series in DVD
18.000 film included in the database

28. 91.000
Jurors from
all over the world

29. 3.5 million
spectators in attendance
over 40 years

30. 54 nations
cooperating
with GIFFONI

31. 160
Degree
thesis

32. Training
In Bologna, Parma and Salerno , the
following was carried out:
6 Event Specialist editions
10 Event Manager editions
8 Press office specialist editions
4 Screenwriting editions
GFF has absorbed with zero cost
over 60 interns in the last 4 years.
Who worked for the organization
learning the most important
elements for their future carreers

33. 250 days
Of activities a
year Abroad
and in Italy

34. SCHOOL in CINEMA
GIFFONI PRODUCTIONS

35. 76 among employees, organizers,
consultants and annual collaborators

36. 270 companies
providing services
connected to us

37. 1200
FAMILIES
INVOLVED
IN THE
“ADOPTION
OF JURORS”

38. Over 50 workshops, seminars and lectures
in Italian and foreign Universities

39. The PRINCIPAL HISTORICAL steps
1. THE WORLD ARRIVES IN GIFFONI
2. FROM EVENT TO “CULTURAL FIRM”
3. FROM FESTIVAL TO ANNUAL project
4. GIFFONI IN THE WORLD

41. We are not a festival like others
MANY THINGS MAKE US DIFFER FROM A “NORMAL” FILM FESTIVAL
- CONTINUITY: our activities go beyond the days of the event (7, 8, 10… days)
- DIVERSIFICATION OF ACTIVITIES: music, theatre, street art, social focus, art
- INFORMALITY: open approach towards audiences
- COMMUNITY: continuity and guide for our audience during the year
- SHARING: the festival programme is discussed with users and developed together
- THE NUMBER OF JURORS: the only one in the world
- THE SOLIDITY OF THE STRUCTURE: the permanence of the structure is an added value and
guarantee

42. - 1 -
FILM SELECTION
CRITERYA
1. We choose films (among the most important world productions) that are not necessarily
made for kids, but “must” be whatched by kids.
2. The films selected by Giffoni Experience follow the homogeneity cryteria. Meaning that in
relation to the 13 to 15 year olds section, the main character of the film will most likely be of
the same age.
3. A GFF film must never offend or upset the sensitivity of its core audiences, but can be a
thought provoking movie nonetheless.
4. The GFF does not worry about setting up a geo-politically correct programme. Its main
worry is for quality.

43. Struttura giornate
-2-
THE STRUCTURE OF THE
FESTIVAL’S TYPICAL DAY
The jurors divided into various panels according to their age, whatch one film a
day and after the screening they discuss the film with the artistic or technical
staff in the theatre.
Whilst the youngest jurors can have fun (and learn) in the creative workshops set
up together with the sponsors, the oldest kids, from 13 on have two meetings a
day with the biggest stars in attendance at the Festival.
continues

44. Struttura giornate
After the meetings with the stars they have the opportunity to chill out in the
various locations of the festival “spread” in the entire town: animation and
theatre, street artists or just relax in the Giffoni Hollywood park, next to the
Cittadella del Cinema.
The day ends with music performances by acclaimed artists at the Stadio
Comunale in Giffoni.
-2-
THE STRUCTURE OF THE
FESTIVAL’S TYPICAL DAY

45. ELEMENTS +3 3/5 y.o.
ELEMENTS +6 6/9 y.o.
ELEMENTS +10 10/12 y.o.
GENERATOR +13 13/15 y.o.
GENERATOR +16 16/18 y.o.
GENERATOR +18 18 y.o. up
THE JURIES
GFF

46. Every day: performances by street
artists, theatre, puppets and
entertainment for children and families.
All free of charge.

47. Dance
exhibitions
theatre
NOT JUST CINEMA

48. When the talent come to Giffoni they never promote a film or a product
but simply enjoy an honest “exchange” with the youth in the juries.
MEETINGS WITH TALENT
Jessica Chastain

49. The strength of the Giffoni Experience brand is confirmed by the Majors choosing our
festival to premiere their most important films: the best example is HARRY POTTER ( 3
installments of the franchise, including the last one) which premiered at the GFFl
Happy Potter 8/6/5 Ice age 3 / 4 Percy Jackson &
Sea of monsters
Monsters University The Smurfs 2 Madagascar 3
THE HOME OF PREMIERES

50. MONSTERS UNIVERSITY PREMIERE

51. The smurfs 2
PREMIERE

52. Percy jackson and sea of monsters
PREMIERE

53. OUR FORMAT IS
LOCAL
GLOBAL
EXPORTABLE

54. GIFFONI : THE TOWN
Three pivotal points in the relationship between Giffoni Valle Piana and Giffoni
Experience
1. the distance between the town and other places which could be more suitable
for big events
2. the vocation and needs of the town in line with the objectives of the festival
3. the pivotal role played by local istitutions, families

55. From volunteers to
professionals
Structure in two
main areas: creative
and administration
the structure is a
pyramid: with a
MANAGING DIRECTOR
In 1998 the Artistic
Director becomes
Managing Director
THE STRUCTURE OF THE
ORGANIZATION
36 - employees
27 - collaborators
AVERAGE AGE
STRUCTURE
2 deputy directors
Artistic secretariat
Production office
POR office
Archive office
School office
Administration
International Relations

56. The Jurors and the GIFFONI EXPERIENCE

57. Youth relate to GFF as if it were a “person” a friend you cannot
wait to see, with whom you can share your problems, a
“reason” to live for. And it has become the perfect place for
“training”.
Being together with other kids from around the world and
talking about film, art, and other issues regards their age is like
being at life school.
“Giffoni... A dream with eyes wide open! Growing up is
fundamental and difficult for everyone but GFF gives you the
opportunity to grow a lot in in ten days of films and serenity! And
every year you leave with something more knowing that you are
not the same, that something has changed!
I can say that Giffoni is the best thing that has ever happened to
me!”
Gianmaria Borzillo - 16
THE EDUCATIONAL ROLE OF THE GFF

58. VOTE AND JUDGE TO GROW

59. RECRUITING THE JURORS
JURORS ARE RECRUITED IN VARIOUS WAYS
- Interview for local kids
- Online creative contests for kids who live over 40km from Giffoni
- Selection through the help of other towns who are in a “twinning” with Giffoni
- International jurors are recruited by Foreign cultural partners

60. Number OF JURORS
THROUGHOUT THE
YEARS
1971/99 500 jurors
2000 752 jurors
2005 1565 jurors
2010 2556 jurors
2012 3000 jurors

61. THE EVOLUTION OF THE FESTIVAL SECTIONS
UNTIL 1983 ONLY ONE SECTION for kids from 11 to 14
In 1984 the first foreign jurors arrive and are hosted in families
SINCE 1991 the main section of the festival becomes FREE TO FLY
SINCE 1996 a new section is launched : FIRST SCREENS (9-12)
SINCE 1999 the sections become 3 withi REAR WINDOW (15-18)
SINCE 2002 a new section: KIDZ (6/9) and the one dedicated to the oldest jurors become YGEN
SINCE 2007 a 5th section sees the light LITTLE RASCALS (3/5 years old)
SINCE 2008 the sixth edition sees the creation of a new section for over 18s called TROUBLED GAZE
SINCE 2009 all the sections change their names and become ELEMENTS +3 +6 +10
and GENERATOR +13 +16 and +18, and MASTERCLASS

62. François TRUFFAUT THEATRE
710 seats
A. SORDI THEATRE
LUMIERE THEATRE
850 seats
450 seats

63. Parents in Giffoni have an active role in the GFF and
since 2010 there is a new non competitive section for
them called - PARENTAL CONTROL -
ACTIVE PARENTS

64. Pupi Avati
WORKSHOPS
AND
MASTERCLASS
THE GIFFONI EXPERIENCE is ever more bound towards training. Since 2009 we have
MASTERCLASS: a carefully selected jury who have the opportunity to interact with great
characters from the world of culture and film such as: SERGIO CASTELLITTO, PUPI AVATI,
PATTI SMITH, MILO MANARA, JOVANOTTI, LIGABUE, BAZ LUHRMANN
And from this year workshops on film and editing for kids ove 16 .
Baz Luhrmann

65. THE CORE PRODUCT OF GIFFONI
EXPERIENCE
- THE FILMS -

66. WHERE WE CHOOSE FILMS
The selection of films (over 55.000 films whatched since the beginning) takes
place through
- FILM MARKETS (Cannes, Berlino, Toronto, Clermont, AFM…)
- SUBMISSIONS BY PRODUCTIONS
- ONLINE SCREENINGS (Cinando, Festival Scope…)

67. MANAGING A
FILM THEATRE
Being at the service of its territory
through ideas and culture.
GIFFONI EXPERIENCE carries out its
"mission" in its hometown and in the
the whole of the Picentini area. An
example being the Truffaut Theatre
which, thanks to the festival staff,
offers the opportunity of
entertainment with the most modern
techonologies (digital and 3D).

68. the GFF deserves accolade for bringing to light films for youth
which were for years considered to be a niche and not
relevant. Today this slice of the business has grown to become
the most successful

69. THE FILM MISSION OF THE
GIFFONI EXPERIENCE
Focus on far away film productions
(the first to focus on Albanian, Iranian and Scandinavian movies)
Discovery of new talent
(Roland Emmerich, Lasse Hallstrom, Giacomo
Campiotti, Abbas Kiarostami)
Attention to filmmakers’
debuts and second
Films (60% of the films we screen)
“sensitive” issues
(euthanasia,suicide, illness, complicated
relationships with parents, sexual identity, self
esteem: we neve back down on the opportunity
of presenting thought provoking movies

70. A SHARED
“FESTIVAL”
A WIDE SPREAD
“FESTIVAL”

71. A SHARED
FESTIVAL
Choosing to share a “festival” means creating an event that is
for “everyone”, that is: it creates a sense of belonging otherwise
impossibile. Participating in the setting up of a festival means
feeling as it’s your own event.

72. SHARING IS DEVELOPED AND STIMULATED ON SEVERAL LEVELS
youth through social networks participate in the creative process with ideas and
suggestions
artists in attendance contribute by sharing their experience
famiies play an important part by hosting the foreign jurors

73. SHARING
ACTIVITIES
Sharing also means spreading others’
activities, including (within our event) other
activities more or less near our mission like
day trips by CAI, climbing walls such as the
one offered by the Trento Mountain
Festival, the press conferences presenting
the activities carried out by Sacile, the
Neapolis Live Festival and much more.

74. SHARING THE
PROGRAMME
CHOICES
The poll on the left was
launched on our FB page to ask
our community which was the
most popular tv show in order
to understand who we should
focus our attention on for the
upcoming edition. The results
were incredible:
Almost one million people saw
this post and 99 thousand
voted! Our choice was
influenced by this poll!s

75. A wide spread Festival
NATIONAL
Trentino
Friuli Venezia Giulia
Veneto
Lombradia
Emilia Romagna
Marche
Puglia
Campania
Sardegna
Basilicata
Calabria
Sicilia
INTERNATIONAL
Usa – Australia – Qatar – Albania – Polonia – Iran –
Romania - Brasile – Ungheria – Macedonia – Spagna –
Armenia – Germania – Sud Corea – Tunisia - Egitto
LOCAL

77. THE
VALUE OF
THE
FORMAT
The Giffoni formula is
appreciated worldwide
and for this reason
there is a huge number
of requests for
partnerships.
Our format has travelled from Hollywood to Sydney, Brazil and Qatar where
several activities were carried out under the umbrella of the GIFFONI
EXPERIENCE.

78. The Giffoni brand has an
International value: It has
won recognition for its
reliability in the youth film
sector. For this reason an
important country such as
Brazil and a vivacious town
like Sao Paulo have chosen
our brand for a very
important event (the first
edition – january 2013 - was
a big success)
THE VALUE OF
THE BRAND

79. THE VALUE FOR ITS
TERRITORY
The Picentini area has had the opportunity to grow and develop thanks to the
GFF. Over 40 years the GFF has given a new “shape” to its area, and a new
identity. All of this from scratch: without exploiting any pre-existent vocation.
Some important facts: demography
AREA PICENTINI
Giffoni Valle Piana – Giffoni Sei Casali
San Cipriano Picentino – Montecorvino Rovella
Montecorvino Pugliano – San Mango Piemonte
a 9358 increase in the number of citizens according to a
recent survey
(2012 source ISTAT)
THE FRIENDLY
TOWN WINS

80. The GFF creates revenues and jobs but it also “waters” the
economy by revitalising all sectors (food, hotels and services,
restaurants...) bringing huge amount of money to the region
under taxes and more.
The VALUE FOR THE LOCAL ECONOMY

81. A VALUE FOR THE LOCAL ECONOMY
GIFFONI
EXPERIENCE
GIVES BACK TO
ITS TERRITORY
4 TIMES
WHAT IT
RECEIVES
EVERY YEAR
In 2012 in 15 “festival” days the induced consumption was
over 13 million euros

82. THE WIDE
SPREAD
VALUE
“GFF is good for you. It’s good for
your brain, because it stimulates
youth in a narrow minded society
that too often forgets about them
and doen not give them the
opportunity to voive their opinions.
It is good for your soul, because by
putting together different cultures it
allows everyone to learn about
others’ ideas, projects, emotions and
traditions. Learning about others is a
gift and it makes new friendships
blossom.
But Most of all GFF is good for your
heart. The hearts of whom is
passionate for film, is willing to make
new friends, to find a new love”.
ALBERTA GAVA (18 years old))

83. AMOMG ALL THE BIG FILM
FESTIVALS GIFFONI IS THE
LESS COSTLY

84. The biggest public sponsor is the REGIONE CAMPANIA
Thanks to the (POR 2007/2013)
Other public sponsors: MINISTERO BENI CULTURALI – GIOVENTU’ – PROVINCIA
SALERNO – CAMERA DI COMMERCIO SALERNO – COMUNE DI GIFFONI

85. GIFFONI MEDIA
SERVICE
Today Giffoni media Service srl can offer a wide
range of marketing and communication services
for various firms:
- marketing and Communication
- Advisor Institutional and company communication
- Cultural Communication
- Cultural events and Entertainment
- OrganizationSponsoring and Fund Raising
It was created originally as the "commercial brother" of the Giffoni Film
Festival. Over the years its identity has changed dramatically.

86. tal involvement in the “programme” of the event
The company who sponsors GeX
takes part in the build up of the
programme and becomes part of it
THE VALUE OF A UNIQUE SPONSORSHIP

87. When an important company chooses an event for its brand it automatically
witnesses the reliability of the event. In over 40 years the GFF has been
associated with the most important Italian and International brands.

88. GIFFONI
MULTIMEDIA
VALLEY
PROJECT COST
31 million €
FIRST APPROVED FUNDS
20 Million €
COMMISSIONED BODY
Municipality of Giffoni V.P.
OVERALL AREA
160.000 sm
ESTIMATED TIME OF
DELIVERY
24 months
The FUTURE

89. Multimedia Production
Distribution
Training
Markets
Masters
Big Events
Campus
Art and theatre
Dance and music
University
work
Audiovisual library
Museum
Social activities