Pierfrancesco Favino and Paola Cortellesi: this is how films are promoted

We know that promotion is not the simplest or most fun thing to do as long as the person in question isn’t called Pierfrancesco Favino or Paola Cortellesi but, when you produce a film, a series or a book, it is good manners that you get on that carousel and do what you can to ensure that the public buys and sees that product. However, you have to know how to do promotion: in the face of very rare exceptions, there are many (too many) actors and directors who attend television shows as if they were transported to intensive care, without making an effort to feign enthusiasm with the result that, if I see you on TV with that funereal face, almost as if you’re doing me a favor by promoting your work, I almost don’t look at that job to spite you. Luckily there are interpreters who agree to get involved turning the promotion into a performance opportunity instead of a tax to pay, and for this we can only thank two champions such as Pierfrancesco Favino and Paola Cortellesi, who at the time of writing are respectively engaged in the promotion of Commander and of There’s still tomorrow.

Leaving aside the fact that, after the hosted a Cattelan is here tonight in which he agreed to make a prank call to a Roman grooming center by passing himself off as a Filipino lady, Pierfrancesco Favino had already entered our hearts, he is in the episode of Long live Rai2 of Fiorello broadcast on November 14th which bordered on perfection. To promote the film by Edoardo De Angelis in which he is the protagonist, Favino has, in fact, agreed to be found at the traffic lights on Lungotevere Maresciallo Diaz, a stone’s throw from the Foro Italico to «bringing culture to the streets». With a skull in one hand and the lectern in another, Pierfrancesco Favino took advantage of the red light to entertain motorists by reciting The infinite by Giacomo Leopardi on the stripes and then approaching the cars in the queue to ask for a donation for culture with a glass bowl. «I made three euros! Now I can say that culture pays”Pierfrancesco Favino explained enthusiastically, proving himself to be a champion of the promotion like his colleague Paola Cortellesi, who managed to hit the box office thanks to his first film as director.

Cortellesi, one of the few professionals who could even spare the promotion, has in fact decided to play on television by appearing at Geppi Cucciari in Gorgeous Frame and from Fiorello always in Long live Rai2 in black and whitebut also by participating in the Gialappa’s Show on Tv8 proposing a mix of the characters that made her famous up to duetting with Daniele Silvestri a Live propaganda. Each guest was different and capable of representing a segment of a crazy show that Cortellesi decided to put on exactly like Pierfrancesco Favino from whom many colleagues could learn. Let’s use the promotion to demonstrate that we have the talent needed to transform a market into an opportunity, otherwise we might as well stay at home and not take risks.