The most explosive growth in comes from short-form video. Everyday visitors armed with smartphones are producing:

A 2023 amateur documentary titled “Ercolano: La città che non voleva morire” (15 min, no budget) received 1.2M views on YouTube, surpassing a 2022 RAI documentary in engagement—proof of the power of authentic, “amatoriale” storytelling.

The Amatoriale di Ercolano was established by a group of passionate filmmakers and media enthusiasts who sought to create a platform for showcasing their creative talents. Initially, the company focused on producing amateur films and local entertainment content, such as variety shows and documentaries. As the company gained momentum, it began to attract more professional talent, expanding its scope to include feature films, television series, and other formats. Throughout its history, the Amatoriale di Ercolano has maintained a strong connection to its local roots, while also exploring global themes and trends in entertainment.

Amatoriale di Ercolano: The Rising Wave of Local Digital Content and Community Media

Moreover, amateur content creation has also played a crucial role in preserving and promoting Ercolano's cultural heritage. By documenting local traditions, festivals, and customs, amateur creators have helped to keep the town's history alive and made it accessible to a wider audience. This has not only helped to raise awareness about Ercolano's rich cultural heritage but also inspired a sense of pride among locals.