Adnkronos (Adnkronos) – In the not-too-distant future, on his seventieth birthday, Carlo is accompanied by his niece Lulù to the "Museum of Lost Memories," a place displaying obsolete everyday objects from the past. During the visit, the sight of some artifacts (including a movie ticket, an old bicycle, a smartphone, and an old computer) triggers vivid flashbacks in Carlo of his youth and his deep love for Luisa, whom he met outside a film club.
The culmination of the journey comes when, inside a display case, a cigarette appears, indicated as an object no longer in use since 2035. This is the plot of "Not Today," the auteur short film presented at the Rome Film Fest, directed by and starring Sergio Castellitto and produced by Dude in collaboration with Philip Morris Italia.
"Not Today" takes a nonconformist approach to a possible future and a transformation that affects society as a whole. Entrusted to Castellitto's sensitivity and authorial vision, the short film juxtaposes this perspective with what is, first and foremost, an intimate and emotional love story: the story of Carlo (played by Castellitto himself and, in his youthful recollections, by Davide Iachini) who retraces the turning points in his relationship with Luisa (Elena Funari), accompanied by his niece Lulù (Emma Beonio Brocchieri).
Through the language of cinema, the project offers a perspective that aims to open a debate on the concrete possibility of eliminating traditional cigarettes by 2035.
"This project is our contribution to Italian society's quest to address a key question: is it possible to eliminate cigarettes from Italy? Science and technology are available today; what's still missing is a broad social and cultural movement to spark a genuine debate in the country. Achieving this goal by 2035 requires the contribution of all stakeholders, including institutions, the scientific community, and civil society, each within their own sphere of responsibility. My aspiration is to make Italy the first major country in the world to eliminate traditional cigarettes," said Pasquale Frega, President and CEO of Philip Morris Italy. "Non Oggi" doesn't aim to offer preconceived answers, but rather to propose a perspective on the future that invites us to look at the present differently. "The more time passes, the more memories we accumulate and the less we care about the future. I was struck by the idea of exploring this theme through a simple story: a man who walks through the halls of the Museum of Lost Memories and finds objects that have become useless, but not the memories those objects bring back. Carlo gets angry, emotional, remembers the choices, the mistakes, the smells, the kisses. This is what interested me about this project: using cinema to discuss the relationship between memory and the future, and to suggest that another possibility may exist, perhaps not today, but in a not-too-distant future," stated Sergio Castellitto.
"Non Oggi" is part of a broader social and cultural journey, born from the belief that to move beyond traditional cigarettes, it's necessary to move the conversation beyond the confines of industry and regulatory debate. In recent months, "Believe.Further," a collaborative project between Philip Morris International and Andrea Bocelli, has used music to inspire change; "Non Oggi" brings this to cinema through the lens of Sergio Castellitto. The inclusion of a song performed by Andrea Bocelli in the film's soundtrack creates a bridge between these two distinct experiences, united by the goal of making this future more accessible and imaginable. With "Non Oggi," Philip Morris Italia invites the country to engage in a conversation about the future of cigarettes. The ambition is to transform the film's vision into a reality by 2035.
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