Strategies of film marketing are usually put in practice through a range of discourses and contexts. Despite the vast amount of research on marketing and communication in film, little is known about the promotion of contemporary Italian art house cinema. This article addresses Il giovane favoloso (M. Martone, 2014), a film about the figure of Giacomo Leopardi, by focusing on production, distribution and marketing strategies, and paying particular attention to the construction of the cultural value of the film...