Enrico Lucherini. "Purché se ne parli"

Behind the scenes of 50 years of Italian cinema
13/10/2012 - 06/01/2013
Museo dell'Ara Pacis,

An exhibition to celebrate the career of Enrico Lucherini, the popular Roman press agent who contributed to shape the great image of Italian cinema abroad and the career of some of its greatest actors.

With his flamboyant and charming style and his high professional reputation, Lucherini – the “king” of press agents – has invented a new way to promote and publicize films, which in his hands become modern and universal fairy tales.

Rome celebrates half a century of Italian cinema with a major event dedicated to a hero of our film industry: Enrico Lucherini. He invented the role of press agent, and helped to innovate and promote the image of Italian cinema and its most important interpreters. For his 80th birthday, the Assessorato alle Politiche Culturali e Centro Storico -  Sovraintendenza ai Beni Culturali di Roma Capitale promotes the exhibition “Purché se ne parli. Dietro le quinte di 50 anni di cinema italiano” hosted at the Ara Pacis Museum from 13 October 2012 to 6 January 2013, with the organization and museum services by Zètema Progetto Cultura.

The exhibition presents Lucherini’s long career through the backstage of the 120 films he promoted: stills, unique and original posters, newspaper clippings, cartoons and drawings to recount fifty years of national cinema revisited with irony. Lucherini’s most intimate objects - including letters and unpublished photos - are collected in the centre of the Ara Pacis, the metaphorical heart of the exhibition.

Finally, the exhibit presents also three documentary films: Enrico LXXV directed by Antonello Sarno and presented in 2007 at the Venice Film Festival in Venice, Un sorriso, uno schiaffo, un bacio in bocca,  a collection of Italian films produced by Titanus from 1947 to 1962, commented ironically by Oreste Lionello, and Titanus: un secolo di cinema e televisione that traces the history of Titanus through the most significant films produced by the Lombardo family.


Museo dell'Ara Pacis
Opening hours

Tuesday-Sunday: 9:00 - 19:00;
Last admission 1 hour before closing time;
Closed: Monday, 24, 25 and 31 December 2012 and 1 January 2013.

Entrance ticket

Museum + Exhibition Combined Ticket

Adults: € 10,00;
Concessions: € 8,00;
Roman Citizens only (by showing a valid ID):
  - Adults: € 9,00;
  - Concessions: € 7,00;

  - Groups (max 30 visitors): guided tours are available either for the museum and/or exhibition. A booking service is available for groups (max 30 visitors) for an additional booking fee of € 25,00;
- Schools (max 30 visitors): guided tours are available; booking is required for the admission.
Booking for individual visitors is available only when purchasing online tickets. If you book in advance you can skip the line by going directly to the ticket window.
Phone booking: tel. +39 060608 (daily, 9.00 am – 9.00 pm).


Info: tel. +39 060608 (daily from 9.00 am to 9.00 pm)

Buy online


Additional booking fee: € 1,00.

Web site
Promoted by:Assessorato alle Politiche Culturali e Centro Storico – Sovraintendenza ai Beni Culturali di Roma Capitale Organization and museum services:Zètema Progetto Cultura Sponsors of Rome's Civic Museum Network:  Acea  Banche tesoriere di Roma Capitale: BNL Gruppo BNP Paribas, UniCredit, Banca Monte dei Paschi di Siena  Acqua Claudia  Finmeccanica  Il Gioco del LottoVodafone
With technical contributions from

La Repubblica

Security services:



Press Room

Data conferenza
12/10/2012 - 13:00

Eventi correlati

Currently there are no ongoing activities.
There are no planned activities.
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20/12/2012 - 06/01/2013
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