In a complex media landscape, for the past six years the Locarno Film Festival has been a point of reference for the audiences of the future, providing them with all the necessary tools for them to take a conscious look at images, and seeing in them a medium with which to express themselves. The goal of these initiatives is to cultivate the audience of tomorrow and activate a dialogue with it that lasts throughout the year, becoming increasingly rooted in the Ticino region. For this reason, the last few years have seen the emergence of educational and cultural mediation programs such as Locarno Kids la Mobiliare, the Day of Cinema and the Atelier du Futur, which propose true image literacy, as well as a rediscovery of cinema, the movie theater and the cultural and social role that this art form plays.