1. Production and marketing of the movie product
The first part of the programme includes the development of the following items:
o The movie market
o The State's role in the movie production promotion
o The companies
o Production companies
o Distribution companies
o Movie theatres
o The distributive structure in Italy
o The transformation of the movie viewing experience
o The promotion
o The movie distribution
o The distribution in movie theatres
o The digitalization of movie theatres
o The distribution on TV networks
o The home video distribution
o New distributive channels
o The content development from the design to the productive phase
o The audience evaluation
o The concept test
o The product test
o The name test
o Performance measurement tools
o Movie and advertising
o Advertising in movie theatres
o Advertising inside movies: the product placement

2. Production and marketing of the audiovisual and television product
The second part of the programme includes the development of the following items:
o The television market
o The companies
o Television networks
o Production companies
o Format creation companies
o Sales houses
o Financial sources
o The audiovisual product distribution
o The distribution on PPV
o The video on demand
o Pay TV networks
o Generalist TV networks
o The home video
o New distributive channels
o The content development from the design to the productive phase
o The audience evaluation
o The concept test
o The product test
o Performance measurement tools