In addition to its primary commitment to showcase the new Italian cinema abroad, N.I.C.E. has also been promoting, over the past twenty years, the City of Florence, the Region of Tuscany, its territory and culture, supporting not only tourism but cultural and productive exchange. This happens every year through the screening of films produced or shot in Tuscany (often international premieres), the circulation of promotional material through all our traditional communication channel and, most importantly, through the presentation of the “Città di Firenze” Award to the winning film of the US festival. The award, assigned by the American audience (mostly young film professionals and students of film and Italian language) through voting ballots, has the aim to draw the national and international attention to quality and independent films, which nonetheless don’t easily find their natural place into the Italian movie theaters. The award ceremony takes place every year at the Cinema La Compagnia in Florence, during a special gala evening attended by both the audience and the national press.