At the Rome headquarters of Italy's Ministry of Culture, Google entered a partnership with Istituto Luce-Cinecittà, to preserve Italian heritage. "More than 30,000 clips from the Istituto Luce-Cinecittà's archive are being put online on a special YouTube channel. These include historical newsreels shown in Italian cinemas over 40 years," posted Federica Tremolada, YouTube Partnerships Manager for Italy.
Many feature Italy's great film stars, including Sophia Loren and Gina Lollobrigida," posted Google.
"Istituto Luce-Cinecittà will use our Content ID, a free technological solution designed to protect copyright on YouTube. Instituto Luce-Cinecittà will benefit from advertising sold alongside its clips on YouTube," Tremolada said.
YouTube cinephiles from across the globe will be able to search and surf through the immense amount of film thanks to themed playlists without paying any entry fee on Luce-Cinecittà's YouTube channel.