Lucca's Film and TV Chief Says the Festival's Selling Point Is Having No Filter
Variety's interview is with Giovanni Cova, who heads the Milan-based entertainment marketing company QMI, which leads programming of Lucca's film and TV strand. The subject is the festival's rise as a launching pad at a moment when the promotional role of traditional festivals is being questioned.
Cova's own framing of what sets it apart is that at Lucca there is no filter between the content, the talent and the audience. Variety describes the event — fandom, cosplay, comics, film and TV — as the biggest pop culture festival in Europe.
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Traditional festivals hand content to industry professionals and the press, who then carry it out to the general public. Removing that stage is efficient, and it also means a studio's own framing is the only framing a fan meets first.
Selling the absence of a filter as the main difference is a good line, but it turns a promotional stop into an anti-festival. If nothing is mediated, you're standing in an unusually well-attended studio channel.