QMI Stardust® Celebrates 75 Million Cinema Passes Sold, Positions for Blockbuster Holiday Season

QMI Stardust®, a leader in cinema marketing solutions, has announced a significant milestone: 75 million cinema passes sold over the past 20 years. The company is poised to capitalize on what is anticipated to be the most exciting cinematic Christmas in a decade, driven by the release of two major blockbusters: James Cameron’s “Avatar: Fire and Ash” and Checco Zalone and Gennaro Nunziante’s “Buen Camino.”

Companies now have a unique opportunity to leverage the peak holiday season’s excitement by offering their audiences memorable experiences through complimentary cinema tickets. These can be distributed as paper or digital vouchers to employees, stakeholders, and sales teams, or integrated into prize operations, competitions, and customer appreciation initiatives.

Giovanni Cova, president of QMI, highlighted the industry’s robust growth, noting a more than 28 percent increase in box office revenue during the Christmas period in 2024, according to Cinetel. “This year, with the release of the two most anticipated titles, the third chapter of Avatar and the new Checco Zalone film, cinema will be top of mind more than ever this Christmas,” Cova stated. “It will once again prove to be a vibrant and healthy industry, and at the same time, a powerful driver for companies.” QMI recorded a turnover exceeding 10 million euros in 2024.

Cova added, “The distribution of 75 million Stardust® Pass in two decades, in addition to meeting brands’ marketing needs, has generated traffic to cinemas throughout Italy, effectively supporting the sector.”

Numerous prominent companies, including Coop Italia, Fileni, Investfood, Heineken, Ikea Italia, Plenitude, SC Johnson, Sisal, and verisure, have already chosen Stardust® for their 2025 internal and external campaigns. Stardust® boasts the largest cinema network in Italy,encompassing 2,300 screens across 550 affiliated cinemas nationwide.

“QMI’s dual role as a film production company and content agency,a unique cutting-edge entity in Italy,has allowed us for 20 years to operate from within the content industry,” Cova concluded. “This enables us to create, produce, and distribute entertainment content, leveraging it to enhance brand relevance within culture and connect with audiences through the powerful lever of entertainment.”

What are your plans for leveraging the holiday movie season for your brand? Share your ideas in the comments below!