Roberto Benigni has many reasons for associating himself with Pinocchio. Why did a film that tells a well-loved and universally known story fail so miserably especially in the United States? The film's lack of success may be tied to factors external to the film itself, and there are some factors that are traceable to Benigni's intentions and to the choices he made. He had a strong desire to solidify his own iconic status as a living embodiment of Italy around the world