In the 1960s and 1970s, Pienza once again attracted film directors in search of authentic locations. In 1966, Vittorio Gassman starred in Pleasant Nights and The Devil in Love. The latter was directed by Ettore Scola. The town proved capable of adapting to different cinematic genres, maintaining its visual identity intact.
In 1977, Pienza also became the background for several scenes filmed at night in In the Name of the Pope King by Luigi Magni, with Nino Manfredi. It was during these years that the town consolidated its reputation as a versatile location, capable of representing different historical eras without artifice.
Cinema’s constant presence helped strengthen the relationship between the local community and the film productions, creating a shared knowledge that made Pienza increasingly welcoming for future film sets.