Edward Marchesi Lucca Comics & Games returns to brighten the medieval city for its sixtieth edition, transforming the historic center into a veritable pop culture hub. QMI , the agency that has managed the Movie Area since 2011 , is at the center of a program that ranges from auteur films to beloved TV series, including interactive brand experiences. From October 28th to November 1st, visitors will be able to enjoy preview screenings, panels with authors, and exhibition spaces that combine entertainment and innovation.
QMI supports the Movie Area: a six-year partnership
For over a decade, QMI has been curating the Movie Area , building a bridge between the audiovisual industry and audiences. This year, the agency has expanded its network of collaborations to include giants such as Disney+ , Netflix , HBO Max , Sky , Paramount+ , and Warner Bros. Pictures.
Thanks to these alliances, the programming has been enriched with exclusive previews, meetings with directors, and book signing sessions, transforming the traditional screening into a participatory event. QMI 's role isn't limited to content selection: the agency also orchestrates entertainment marketing activities , allowing brands to interact directly with fans.
International partnerships
The production companies invested significant resources to make their presence visible in the historic Piazza San Michele, where HBO Max set up a pavilion dedicated to Harry Potter and the Philosopher's Stone , accompanied by a screening of Finding Harry: The Art Behind the Magic . Sky presented the second season of North South West East – The Legendary Story of 883 , while Warner Bros. released The Cat in the Hat , an animated film directed by Alessandro Carloni and Erica Rivinoja. These collaborations ensured a variety of genres, from fantasy to animation to musical drama, to satisfy every audience's taste.
Film, TV series, and panel schedule: dates and guests
The Movie Area 's calendar is a veritable chronology of unmissable events. On Wednesday, October 28th, at 16:30 PM, the Teatro San Girolamo will host the Italian premiere of Puella Magi Madoka Magica: The Movie – Walpurgis Wake , featuring Mitsutoshi Kubota (SHAFT CEO), Kazuki Kawata (visual designer), and Tatsuya Ishikawa (Aniplex producer). At 17:00 PM, on the same day, the Cinema Astra will host Shaun the Sheep Movie: The Pumpkin Pie , followed by a panel with Peter Lord and director Matthew Walker.
Film in Italian premiere
The afternoon of October 28th continues with Fast & Furious (25th anniversary) at the Cinema Astra, introduced by Andrea Bedeschi; at 21:00 pm, It Ends , an existential horror film by Alexander Ullom, introduced by Simone Soranna. Thursday, October 29th, we move on to Dear Cruel World , with directors Niccolò Falsetti, Francesco Turbanti, and author Zerocalcare, and the second season of Dexter: Resurrection , with a panel hosted by Cristina Scabbia and a live link-up with Michael C. Hall.
TV series and cast meetings
Friday, October 30th is dedicated to the new season of Percy Jackson & the Olympians , with the cast (Walker Scobell, Leah Sava' Jeffries, Aryan Simhadri) and producers Jonathan E. Steinberg and Dan Shotz in a panel at the Teatro del Giglio. On the same day, at 14:30 pm, the Teatro San Girolamo hosts Adventure Time: Legendary Quests , moderated by Sio, with interactive games for fans. The weekend closes with Look Back , an adaptation of Tatsuki Fujimoto's manga, presented by Hirokazu Kore-eda at the Cinema Astra, with distribution scheduled for November 12th.
Brand Experience: Games, Food, and Technology in the City
In addition to video content, the 2026 edition boosts physical interaction thanks to partnerships with Toys Center , Ritter Sport , Plenitude , Italo , Suzi Wan , Monster Energy , and FRITZ!. Toys Center launches Play4Ever , a kidult concept located in the Collectibles Garden, where visitors can create personalized cards and participate in the “Play4Ever, 4 real” contest. Ritter Sport sets up a space dedicated to dark cocoa, with packaging designed by cartoonist Sio. Plenitude presents Futura Blocks , a Roblox experience that also comes to life in the Loggiato Pretorio, accompanied by demos on Meta Quest 3 headsets.
Italo, Suzi Wan and Monster Energy
Italo brings the " Italo is magic" concept with live drawings by illustrator Marcello Mangiantini and activities related to the RedCarpet platform . Suzi Wan introduces an oriental zodiac trail in Piazza San Michele, while Monster Energy animates Cortina Santa Croce with DJ sets, arcades, and meetings with the Arcade Boyz. FRITZ! closes the evening with connectivity games, giveaways, and freebies for attendees.
The Movie Area at Lucca Comics & Games 2026 offers a combination of film previews, conversations with the creators of the most beloved series, and brand-driven spaces capable of transforming the city into a pop culture theme park. A unique opportunity for those who want to experience entertainment firsthand, among QMI , major production houses, and the most avid fans.