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13 Nov 2012

Sport, cinema and culture combine at Juventus Stadium

Three of Piedmont’s top cultural attractions - Juventus Museum, National Cinema Museum and Reggia di Venaria – announce an exciting new partnership

Sport, cinema and culture came together this afternoon as three important attractions of Piedmont – Juventus Museum, National Cinema Museum and Reggia di Venaria – announced an exciting new partnership in a press conference held at Juventus Stadium.

Juventus Museum, inaugurated on 16 May 2012, has already captured the imagination of the Bianconeri faithful, attracting over 80,000 visitors in its first six months of life.  The stunning former royal palace, Reggia di Venaria, has just celebrated its five-year anniversary as a public attraction and is one of the top five most popular cultural hotspots in Italy. Meanwhile, the National Cinema Museum, located within the city’s symbolic Mole Antonelliana, has welcomed over six million visitors since opening in July 2000.

The project  will see the creation of shared publicity, including the design of a pocket-sized map produced in collaboration with Lonely Planet, along with various promotional incentives linking the three museums.

Those who purchase full price tickets at one of the three attractions will be able to visit the other two at a discounted rate within 12 months.

Representatives of the city of Turin and all three museums attended this afternoon’s press conference and spoke of their delight at the mutually beneficial partnership.    

Michele Coppola, Piedmont’s Regional Minister of Culture: “This union between two historic entities, the National Cinema Museum and Reggia di Venaria, with Juventus Museum as the ‘last addition’, is extremely positive. Politics needs to create conditions which can enable the different key players of the region to get going. It’s happened in this case and we’re very happy about it.”

Paolo Garimberti, J-Museum chairman: “We’re proud to enter this elite club. The J-Museum is an important reality of the Turin museum circuit, just like the National Cinema Museum and Reggia di Venaria. I’m proud of this agreement which paves the way for new and important possibilities.”

Ugo Nespolo, National Cinema Museum chairman: “This agreement demonstrates that different types of culture can coexist and link up with each other. The National Cinema Museum is an example of national excellence and now, thanks to Juventus’ international attraction, it can also exert a greater appeal abroad.”  

Fabrizio Del Noce, Reggia di Venaria chairman: “It’s an agreement which also represents a territorial contiguity, given the proximity of La Mandria to Juventus Stadium. I hope that this collaboration can also yield new opportunities on a regional level.”