Head to the cinema for two euros, every second Wednesday of the month. During a press conference at the Venice Film Festival, the Minister of Cultural Heritage and Activities (MIBACT), Dario Franceschini, presented the Cinema2Day initiative, together with the top brass of Anica, Anec and Anem.

In the 3,000-plus movie theatres that have so far signed up across Italy, cinemagoers will be able to buy an admission for any of the films on the listings, in any of the scheduled time slots, at a price of two euros per ticket, from 14 September 2016 to 8 February 2017. Cinema2Day will be applicable on the second Wednesday of every month.

The minister’s idea was inspired by a similar, extremely successful initiative to open the doors of museums to the general public for free every first Sunday of the month. “Rather than competing for the audience, we all need to work together to increase the number of people who go to the movies,” Franceschini said. He also reminded those present that the new cinema law is currently pending approval and will come into force by the end of the year.