Institutional portal - Municipality of Milan

In 2018, 717 authorizations were issued, compared to 342 in 2010. Permits for advertising posters also increased by 63%.

Milan, August 11 2019 – Films, TV series, advertisements, documentaries, video clips. From 2010 to 2018, requests to use Milan as a set more than doubled: from 342 to 717 per year.

A growth that began in 2015, when for the first time the applications exceeded five hundred, going from 459 the previous year to 572, thanks to the repositioning of the Milan 'brand' triggered by the Expo and the urban regeneration interventions that transformed the face of some areas of the city, and which never stopped until 717 in 2018.
The trend is also confirmed for the first seven months of 2019: 462 requests were received between January and July of this year (404 in the same period of 2017 and 453 in 2018).

The favorite sets are the Duomo, Gallery, Scala and Palazzo Reale (124 in these first months of 2019), parks and gardens (122) and the interiors of buildings, museums and municipal libraries (77).

The income from the tariffs for authorisations, established by the Municipality in 2010, referring to time slots lasting 6 hours (morning and afternoon) or 12 hours (at night) and ranging from 103 euros for photographic shooting to 444 euros for television and film shoots have consequently increased over the years: from over 60.000 euros in 2010, it went to 89.500 in 2015, while 2018 closed at 186.000. Filming commissioned or sponsored by the Municipality of Milan, carried out by public bodies, by entities acting on a non-profit or amateur basis, filming for information services and entertainment cinematographic or television productions are exempt from the payment of authorization fees. and cultural.

From the image of Milan to images of Milan: in 2019, requests for permits for posting advertising messages in dedicated spaces and on the facades of buildings under restoration also increased. Between January and June of this year there were 2.255 requests for permits: +63% compared to the same period in 2018, when the requests were at 1.428. The related collections for the municipal tariff on advertising are also growing, going from 2,2 million euros in 2018 to 3.7 million euros in 2019 (a peak also due to the 1% increase from 2019 January 5 in the tax on some types).

“The increase in the number of requests speaks of a city experiencing strong economic growth – states Budget Councilor Roberto Tasca –. In light of this newfound dynamism, the choice made last January to parameterize the rates for the occupation of advertising spaces at current market levels was correct, discounting what is now the degree of attractiveness of Milan and on the basis of the fact that the rates they have been stopped since 2002. It is a question of fairness in favor of the collective good."