Apulia Digital Experience
The MIA – International Audiovisual Market hosted the presentation of the second edition of ADE (Apulia Digital Experience), an international conference to be held in Bari from October 25 to 27 at the Apulia Film House (Fiera del Levante). The event will feature three days of panels, roundtable discussions, and contests, focusing on digital innovation in the creative industries and the role of Artificial Intelligence in the film and audiovisual production process.
Anna Maria Tosto, President of the Apulia Film Commission, stated: “The second edition of the Apulia Digital Experience is an event strongly supported by the Apulia Film Commission since its inception in 2023. From the outset, the Foundation has aimed to anticipate the needs of the audiovisual production industry and seek solutions to meet those needs. The advent of AI in production systems brings specific impacts to the audiovisual sector, which ADE aims to explore by evaluating its potential and mitigating any risks that could negatively affect development and growth within the industry. Resetting the existing system to govern the new is the challenge that lies ahead, and it’s the purpose of an event conceived by the AfC and Rai Com. The success of last year's ADE confirms that we are meeting a key demand from producers, and we must continue this initiative as a platform for dialogue, research, and updates."
Roberto Genovesi, Artistic Director of ADE, added: “After last year's positive experience, the second edition of ADE represents a further step forward in quality and effort, focusing on the future of the film and audiovisual industry in light of the revolutionary introduction of digital technologies. AI and the metaverse are redefining the way content is created, produced, and consumed, offering new opportunities and challenges. This international conference aims to explore how technological innovation is transforming the industry, bringing creativity to new heights. We are proud to bring together experts and professionals from around the world to discuss and shape the future of the creative industries.”
INTERESTING PROGRAM
The Apulia Digital Experience will kick off on October 24 with a preview of the animated film “Flow – Un mondo da salvare” at the Galleria Multisala cinema in Bari. After receiving accolades at the Cannes and Annecy festivals, the film is now in the running for an Oscar.
The main event will take place on the stage of the Apulia Film House, starting on Friday, October 25, with key panels such as "Evolving Landscapes: Is Technology Nurturing Creativity?", which analyzes digital scenarios in creative industries, and "AI in Film & Audiovisual", discussing the opportunities and challenges posed by AI. Other notable sessions include "Movies in the Metaverse, Metaverse in the Movie Theatre", exploring how traditional cinema spaces are adapting to virtual experiences, and "The AI Act: Implications for the Film and Audiovisual Industry", focusing on regulations, future challenges, and recent fiscal incentives introduced in Italy.
A key roundtable, "Building Global IPs," will focus on developing successful intellectual properties across multiple platforms. Panels like "Building Immersive Storytelling: VR, AR & Metaverse" will examine how immersive technologies are shaping narratives. Additional sessions will cover topics such as "Virtual Production for Film and Audiovisual", exploring real-time visual effects, digital environments, and motion capture; "Digital Transformations: The New Frontier of Content", addressing the adaptation and evolution of content in the digital era; and "Technological Advancement in Animation and VFX", discussing process optimization and talent scouting. The conference will also touch on how digital innovations are reshaping licensing and creating new business opportunities, along with the impact of immersive technologies on storytelling.
Apulia Digital Experience will also feature two major contests: the Digital Licensing Excellence Awards, the world’s first award celebrating digital licensing projects, and A Visual Storytelling of Puglia through AI, which promotes the use of AI to create and produce innovative stories about Puglia’s geographic beauty and cultural heritage.
WHO’S ATTENDING
Notable guests participating in ADE include Derrick De Kerckhove, Maria Pia Rossignaud, Gennaro Coppola(CEO of One More Pictures and Vice President of the Union of Digital Creators and Editors ANICA), Marina Lanfranconi (Principal at KPMG Intellectual Property, Media and Technology Practice), Diego Grammatico (Business Development Executive at Games London), Daniele Lunazzi (Head of Product Marketing at Juventus Football Club), Omar Rashid (Immersive Film Director), Nicola Di Meo (CEO of Unspace), Marco Lanzarone(Director of Digital Radio and Podcast at Rai), Antonio Parente (Director of Apulia Film Commission), Paola Furiosi(Director at PwC Legal), Euclide Della Vista (President of the Apulia Digital Maker ITS Foundation), Steve Manners (Licensing International UK), and Alessia Auriemma (Metaverse Manager at PwC Italy).
Promoted by Rai and organized under the artistic direction of Roberto Genovesi, Director of Special Projects at Rai Com, Apulia Digital Experience is an event organized by Rai Com and the Apulia Film Commission, financed by the Region of Puglia as part of the "Promote Cinema 2024" initiative, supported by POC Puglia 2014-2020 funds, Action 6.7.