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Marketing at Cannes Film Festival

Updated: Feb 14

Vincent from VF

Author: Vincent Bernard

Date of Publication: 12/06/2023

One of the most popular film festivals in the world is the Cannes Film Festival. Every year, it attracts the attention of thousands of media and professionals in the film industry. So, producers attend the festival in order to promote their films in various ways.

The Opportunity of Marketing at Cannes Film Festival

Being selected and having their films screened during the Cannes Film Festival is an honor for producers. The selected films are highlighted by the media and attract the attention of distributors, film critics, and buyers. All this attention will generate a huge buzz, creating an expectation and an interest from the public.

The film market takes place simultaneously as the Cannes Film Festival. During this market, which is one of the most important in the film industry, producers can present their projects. Apart from that, they can also meet industry professionals to negotiate distribution deals and promote their film.


Selection Criteria

For a producer to see his film selected for the Cannes Film Festival, it must meet certain criteria. Firstly, the film in question must have been made in the twelve months preceding the festival. In addition, the film must not have been released outside its country of origin. The film must not have been represented at any other international festival (competitive or otherwise). Otherwise it will not be eligible for the Cannes Film Festival. The film must not have been shown on streaming platforms such as Netflix or released on DVD. The film must comply with French cinema release regulations, in particular the media chronology rule. Finally, any film wishing to be selected for the Cannes Film Festival must be at least 60 minutes long.

Media and Red Carpet

Media from all over the world come to the Cannes Film Festival to cover the event. This provides opportunities for producers to take part in press conferences and interviews. Through these interactions, they can present their projects, discuss the filmmaking process, and pitch the story. This allows them to establish a link with the press as well as with the public in order to promote the film they represent.

Before premieres, the red carpet and photocalls take place, where actors, directors and producers parade in front of photographers. This moment garners significant media coverage and allows the cast of the film to be showcased. The actors’ notoriety brings attention to the films through the photographs that circulate worldwide.


The Importance of the Palme d’Or

The ultimate reward for producers is to receive the Palme d'Or at the Cannes Film Festival. This award is used by producers to showcase the quality of their films and legitimize it. It greatly increases public interest in the film, the media and the film industry. The fact that a film has been awarded the Palme d'Or is often featured on posters and trailers. This way, it helps to boost international sales and film entries.


The Cannes Film Festival is a major opportunity for producers to promote their films in a variety of ways. Over the last few years, brands have been bringing more and more influencers to the festival. This represents a new opportunity for producers to promote their films.


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