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And so to Turin,
after Venice and Rome. Lancia is set to return to the film
industry alongside the Torino Film Festival, the event being
held in the brand’s home town from 10 to 18 November 2006.
This year the company is celebrating its centenary, and has
chosen to do so by linking up with the film industry. Indeed
Lancia cars have starred in some of the key scenes from
world famous Italian films, coming to symbolise an era, with
attributes such as beauty and poetry, and a carefree,
freedom-loving spirit. But Lancia represents a combination
of history and innovation, concepts which really come to the
fore at the Turin event – in the city where the Italia film
industry came into being, but also where contemporary
Italian cinema is currently developing and growing.
This sponsorship is in line with the strategic positioning
of the Lancia brand. Style, history, technological
innovation and aesthetic values are the distinctive elements
that link the centennial car company and Turin’s centennial
film industry. And to highlight its sponsorship Lancia has
chosen to embark on this new partnership with the Torino
Film Festival. One of the highlights of the Festival is the
LanciaCafé, which will be set up in the pedestrian precinct
in the historic centre of Turin from 10 to 18 November,
between the National Film Museum and Cinema Massimo.
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The Festival will pay
particular attention to emerging cinemas and
filmmakers. In its competitive sections it will
promote awareness of new films and new directors
whose work is characterised by strong formal and
stylistic research. |
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The Torino Film
Festival's purpose is to constitute a meeting point
for contemporary International cinema and to provide
the opportunity for a discussion on all its
perspectives and artistic trends. |
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The marquee structure of the LanciaCafé has been specially
designed as a prototype for future café initiatives that are
to be located around Europe and the rest of the world on
occasion of various events involving the brand. During the
Film Festival the LanciaCafé will play host to official
meetings with actors, directors and all those working in the
industry, and will also feature debates and other festival
events. Visitors to the LanciaCafé will also be able to test
drive the new Lancia Ypsilon. It is also set to feature a
photo exhibition entitled
“Pierluigi. On Cinema”, and a selection of books on
the world of film, organised by the publisher Photology.
But Lancia will
also be starring in another capacity, presenting a prize,
the first prize, which this year will be entitled the
“Lancia Award for Best Film – International Feature Film
Competition”, during the award ceremony scheduled for
Saturday 18 November.
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