The authorization for the promotion of the 7th art was initially planned on a temporary basis in 2020. It was then extended twice.
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A decree published on Saturday April 6 in the Official Journal perpetuates advertising for cinema on television and authorizes, for a period of two years, advertising for books. “At the latest three months before the end of this period, the government will publish a report assessing the impact of this temporary authorization, in particular on the book industry sector in order to decide on the advisability of perpetuating this provision “we can read in the Official Journal.
The authorization of advertising in favor of cinema had initially been planned on a temporary basis for eighteen months on August 5, 2020. It had been extended twice (on December 30, 2021 for a period of eight months, then on October 3 2022 for a period of eighteen months).
The results of this experiment highlight in particular “the diversity of works promoted on television (majority of French films, relatively varied budgets)”. Advertising for cinema on television was, before 2020, prohibited to protect small independent films compared to American films with enormous advertising power. The results published in the Official Journal “also notes a positive effect on cinema attendance, particularly in the provinces”.
