Cannes Skimps on Movie Marketing Stunts: Hollywood Wonders Where the Hype Went?

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This year’s Cannes Film Festival on the French Riviera appears unusually slim in terms of stirring up anticipation for major films compared to its usual reputation for abundance.

As a movie enthusiast, I’m no stranger to the glamour of Boulevard de la Croisette during summer, filled with high-profile activations surrounding blockbusters, indies, and everything in between – often screened outside the festival competition. This bustling location draws a crowd of stars, industry professionals, fans, and journalists, providing an excellent platform for making an impact. However, economic turbulence sweeping across various industries could potentially cast a shadow over this year’s Sancerre.

One high-ranking executive from a streaming service company casually questioned EbMaster, ‘Where’s all the excitement?’ at the elegant Majestic Hotel by the sea. So far, only ‘Mission: Impossible – The Final Reckoning’ has made an announcement that it will debut in Cannes (with a wider release on May 21), sparking little buzz within the city and globally.

Despite less anticipation for the final installment of Tom Cruise’s spy series, the film’s trailer is still being showcased on towering, unbalanced screens outside the Carlton Hotel. In contrast to 2022 when Paramount went all out with a two-story replica of an Air Force pilot helmet that displayed scenes from the movie in its oversized visor, this year’s premiere featured a live performance of the “Mission: Impossible” theme song by an orchestra. Notably, such live performances are rare, with only a few instances recorded, including U2’s performance atop the Palais steps in 2007.

Movie promoters often leverage the prestige of the Cannes Film Festival to connect their productions with its glamorous image, sometimes employing extravagant and attention-grabbing tactics that can verge on being overly flashy or even somewhat tasteless.

Notable incidents involve celebrities like Will Smith, Angelina Jolie, and Jack Black creating a stir by arriving at Cannes harbor on a colossal inflatable shark in 2004 to advertise their animated film “Shark Tale.” Jerry Seinfeld also made headlines in 2007 when he ziplined off the Carlton Hotel, dressed as a giant bee, for the promotion of “Bee Movie.” Additionally, Blake Lively’s movie “The Shallows,” a 2016 shark survival thriller, generated buzz by replicating Jaws’ famous fin display during a photo call, with shark fins floating around her.

This time, no tricky setups or stunts have been spotted. An international movie executive lamented that the usual bustling scene along the pier extending from the Hotel Martinez’s coast is eerily quiet this year – a space that typically swarms with posters, advertisements, and film equipment for movies like Brad Pitt’s “Bullet Train” and DreamWorks’ “Trolls”. Interestingly, no movie studio has splurged on booking the exclusive Hotel du Cap-Eden-Roc in Antibes, a place known for hosting grand parties reminiscent of Jay Gatsby’s soirees in previous years.

Some believe the financial strictness is caused by global economic instability, as Donald Trump’s tariffs disrupt markets worldwide. This issue also affects the film industry, where Trump has suggested a 100% tax on incentives from foreign governments for films. On the other hand, EbMaster mentioned that marketing budgets are being directed towards more decentralized audience platforms such as TikTok, with the app recently hosting Tom Cruise for a fireside chat in Cannes on Tuesday.

A movie representative views the limited offerings as a squandered chance, acknowledging that the Monte Carlo Grand Prix occurs just steps away from the festival. Cannes is an ideal location to remind people that Apple and Warner Bros. have an epic action film slated for release around the Formula One world in June.

“Why isn’t Brad Pitt’s face on a cocktail napkin at my hotel?” they asked.

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2025-05-15 11:18