When “Percy Jackson” series stars Walker Scobell, Leah Sava Jeffries and Aryan Simhadri make the trek to Italy’s Lucca Comics and Games Festival in late October – to unveil unseen footage ahead of the Nov. 20 release of Season 3 of “Percy Jackson and the Olympians” – they will travel to a unique geek meet held within the 16th century walls of a medieval Tuscan town that is attended by more than 200,000 fans each year. This massive event dedicated to fandom, cosplay and the whole world of comics, including movies and TV, is the biggest pop culture festival in Europe. Lucca in recent years has reached a level of relevance for Hollywood and the Asian industry that is second to none.
Variety speaks to Giovanni Cova, who is head of Milan-based entertainment marketing company QMI that leads programming of Lucca’s film and TV strand, about how the event is bolstering its status as an unmissable launching pad at a time when the role of traditional festivals as promotional vehicles is being questioned. This year we are, of course, absolutely delighted to have Disney’s support and to serve as a key stop on a major promotional tour, in this case, for “Percy Jackson.” I believe that, in the grand scheme of things, this further confirms that Lucca has become an essential international stage to unveil major series released in the autumn season. In recent years, we have served as “a” — if not “the” — primary showcase for titles like “Stranger Things,” “Squid Game,” “Wednesday” and “The Lord of the Rings.” Lucca has firmly established itself as a constant presence on the global promotional circuit for studios and streaming platforms, which is something that gives us great satisfaction.
The fact that such significant promotional events are taking place here in Europe, in Italy, and specifically in a city like Lucca is truly gratifying. Of course, we must thank the local offices of the major studios and streaming services. They have effectively communicated the importance of Lucca to the decision-makers back in Los Angeles.
Given the high profile of the guests who attend Lucca, the media exposure we generate is truly significant. Furthermore, the unique nature of the Lucca festival, the photo opportunities it provides, and the chance for talent to get up close and personal with their actual fans is, in my view, absolutely priceless. You can see this in the images from the launches of series or films in Lucca.
They travel around the world because they are so distinctive. Very different from the typical red-carpet scene. Seeing the ancient Piazza San Michele packed with people, and witnessing those genuine encounters between the cast and the audience.
That is the unique experience we offer to the entertainment world. Well, it’s fantastic for us to have Frank Miller here. He loves Italy; he loves Lucca, and he’s returning for what I believe is the fourth or fifth time.
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