Second Wednesday of the month.
On the initiative of Italy’s culture minister Dario Franceschini, a large number of cinemas across the city and province will charge only €2 entrance on the second Wednesday of September, October, November and December.
Billed as Cinema2Day, the initiative is designed to encourage more viewers to appreciate the magic of the “sixth art” in which Italy has always had a special role. Franceschini has succeeded in winning the cooperation of the three major Italian movie theatre trade organisations.
The price will be valid for all screenings of the day except for 3D movies, which however will also be offered at bargain ticket prices.
In Milan, 19 cinemas are participating in the programme. These – as well as those in other towns – can be found on the Cinema2Day website.