This chapter examines state aid for film production in Italy and France, focusing on the public bodies responsible for promoting the film industry, funding sources, and the types of aid employed in both countries. The research investigates the challenges of financing a cultural sector like film without triggering public discontent over the use of public funds, and analyzes the strategies adopted by both states to mitigate such discontent and foster public approval. The analysis suggests that targeted adjustments in fund allocation could enhance both the effectiveness and the public acceptance of Italy’s state support for film production.