Over 90,000 people in Italy receive a diagnosis of breast or prostate cancer every year, but an extraordinary fact radically changes the perspective: when the disease is detected at an early stage thanks to early diagnosis, the chances of survival exceed 90%. It is from this vital awareness that the short film written and directed by Chiara Martegiani and starring Anna Ferzetti and Stefano Fresi was born, arriving in 680 theaters on the The Space Cinema and UCI Cinemas circuits from 12 November. An initiative with a very high social impact, produced by Mompracem and Lucisano Media Group together with Medicinema Italia with the patronage of the Regional Health Service – ASL Roma 1 and the Lazio Region, designed to transform cinemas into a place of collective awareness.
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The importance of prevention: it is not the measures that count, but the countermeasures
In an era obsessed with physical appearance, the work chooses a brilliant register far from rhetoric to speak simultaneously to women and men, ideally uniting October, the month dedicated to the fight against breast cancer, and November, dedicated to raising awareness of prostate cancer. Playing on a nice misunderstanding linked to the aesthetic canons that condition the perception of the body, Anna Ferzetti and Stefano Fresi accompany the viewer towards a disarming truth: when faced with illness we are all the same and what saves lives are not measures, but rather countermeasures. In fact, undergoing regular medical screening represents the first, irreplaceable form of treatment, and the direct invitation not to postpone the checks resonates with a force capable of overcoming fears, taboos and daily negligence.
The value of cinetherapy and Medicinema Italia’s commitment
Giving further depth to the initiative is the work carried out for over 10 years by the non-profit association Medicinema Italia, committed to using cinetherapy as a therapeutic tool integrated with traditional medicine within hospitals. Thanks to the collaboration with the main healthcare facilities in the country, the organization has opened real cinema theaters inside the Grande Ospedale Metropolitano Niguarda in Milan and the Fondazione Policlinico Universitario Agostino Gemelli IRCCS in Rome, developing since 2021 together with the Università Cattolica del Sacro Cuore medical-scientific research projects that objectively measure the psychophysical benefits on patients. Bringing this message directly to the big screen means reminding every citizen that taking care of yourself today is the most concrete gesture to protect your tomorrow.
