In Italy, cinema is a social ritual and a major component of cultural life, with a passion for films intertwining the communal experience of the theater with home viewing. According to the new report "Sala e salotto" ("Cinema and Living Room"), edited by Ergo Research for ANICA (the Italian Film Industry Association) and presented at the MIA in Rome, Italians watch 91 films per year, or one every four days. Theater attendance has rebounded to pre-pandemic levels, with 30 million admissions in the last 18 months, driven mostly by young people aged 15 to 24, bringing the average age of moviegoers to just 36. Although major international productions remain the primary focus of the general catalogs of streaming services and pay-TV, domestically produced films are experiencing an extraordinary "second life" at home. The research emphasizes a robust correlation with recently released Italian films: of the films that were recently released on pay-per-view services, nearly one-third (32%) are national titles. Furthermore, for Italian films, the vast majority of home viewings (92%) are of movies that have previously been seen on the big screen, illustrating how theatrical releases continue to be the primary driver for promoting Italian cinema across all screens.