Thesis title: Il fenomeno multiplex in Italia (1986-2016). Evoluzione e consolidamento di un modello di esercizio cinematografico
The multiplex model was introduced in Italy in the 1990s, after a transitional phase with the multi-screen cinema model. Italy was populated primarily by traditional single-screen cinemas, mostly run by small family businesses, but where vertical concentrations were beginning to emerge. Within a few years, a mixed group of entrepreneurs embarked on experimenting with the multiplex model, assisted by market liberalization. From 1997 to 2014, 193 multiplexes opened, reaching a market share that still exceeds 50% today. This research, conducted through a review of industry magazines, newspapers, and trade association publications, aims to systematize information relating to this phenomenon over the years, map the establishments and their histories, present case studies, and analyze this transformation, which is closely linked to the evolution of film and media, market practices regarding programming and distribution, legislative regulations, urban development, and audience habits. This reconstruction combines data collected through databases and publications with the personal stories of entrepreneurs and industry professionals who, over the years, have engaged in a debate in the press and offered their testimony to enrich this research.