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The Locarno Film Festival and Variety are launching the Variety Piazza Grande Award to be bestowed on the pic combining artistic merit and commercial appeal among those preeming on the Swiss fest’s Piazza Grande, which is Europe’s biggest open-air venue.

The 8,500-seat Piazza Grande is a real trademark of the age-old fest, mixing crowd-pleasers and first-time features from international helmers. All this makes make Locarno a prime late-summer launching pad and testing ground for pics and directors. Locarno’s 61st edition will run Aug. 6-16.

“The goal of a Variety Piazza Grande Award is to support a film from our selection in its international career,” said Locarno artistic director Fredric Maire. “Thanks to the closeness of Variety to professionals and to its world impact, this prize has the potential to give a major boost to a chosen film.”

“With its world-renowned prowess for discovering important new filmmakers, the Locarno Film Festival makes a great partner in Variety’s mission to connect our readers today to the artists who will make headlines tomorrow,” said Variety executive editor Steven Gaydos.

The Variety Piazza Grande Award will be given on Aug. 16, during Locarno’s closing ceremony, at, of course, the Piazza Grande.