Cinema2Day to launch in Italian cinemas on 14 September.
Going to the cinema on every second Wednesday of the month will now only cost €2 thanks to a nationwide initiative announced by Italy's culture minister Dario Franceschini.
Cinema2Day will be launched on 14 September and the €2 ticket price applies to films showing in the more than 3,000 cinemas across Italy, with the exception of 3-D movies which will nonetheless be screened at a reduced price.
The six-month initiative, which followed collaboration between producers, distributors and cinemas, ends in February 2017.
The dates of Cinema2day are 14 September, 12 October, 9 November, 14 December, 11 January and 8 February.
For full details see Cinema2Day website.