Italy has a great tradition of quality cinema, and its contemporary film production must be supported as it is an integral part of the promotion of 'Brand Italy' throughout the world. The Italian film industry also has a positive direct and indirect economic and tourist effect and enhances the image of Italy abroad.

"Fare cinema" is part of a concerted programme, which the Ministry of Foreign Affairs and International Cooperation (MAECI) has launched to promote Italian quality film production abroad, with the support of the Italian consular and diplomatic network and the Italian Cultural Institutes.