Sergio Castellitto presents “Non Oggi” at Rome Film Festival

Actor and director Sergio Castellitto presented his short film “Non Oggi” at the Rome Film Festival. Produced by DUDE in collaboration with Philip Morris Italia, the film explores a future where traditional cigarettes are considered obsolete objects found in a “Museum of Lost Memories.”

Through the story of a man and his niece, the film aims to spark debate regarding the potential elimination of traditional cigarettes by 2035. Pasquale Frega, President and CEO of Philip Morris Italia, stated that Italy could become the first major country in the world to achieve this goal, noting that success requires the involvement of politics, science, and education.

Castellitto commented on the creative freedom provided to depict an apparent past composed of forgotten memories, which he described as the “cement upon which you build the future.”