 "Cannes 2025: From Sakshi Sindwani, Kusha Kapila to Parul Gulati; How it’s no more of a festival for filmmakers & critics; but more of a commercial marketplace for influencers")
Lacking in artistic integrity, in the last one-decade Cannes is not what it used to be. And with the influencer culture getting popular with the launch of a soap and toothbrush, it’s no more a film lover’s paradise. Not denying that it was always a glamorous affair, but they never lost out on the aesthetics until recently. It has become commercialised and more of a marketing event for designers, entrepreneurs and influencers aggressively trying to market themselves. An expert once stated that Cannes has become a circus. And the festival has truly lost it’s appeal.
How Cannes has lost out on its exclusivity?
Cannes overpowering marketing stunts off late is endangering the craft of the festival of films. Once upon a time, this place used to be a heaven for craftsmen from the film industry and film critics. But not anymore. Wonder who they are trying to influence other than making themselves a brand. And let me tell you it is not just a marketing event for Hollywood big films, but an aggressive platform for entrepreneurs and influencers. It will be technically incorrect to call it a film festival. Rather it has become a spectacle for influencers. It’s only about who wore what. There isn’t any passionate conversation on cinema, it just begins and ends with the red carpet. Sadly, cinema has moved to the background.
When it comes to choosing films too, Cannes is losing out on its exclusivity by opting for popular films with big stars, rather than opting for small art-house stories by independent filmmakers.
Marketplace for influencers
In 2018, Diipa Büller-Khosla became India’s first global influencer to walk the red carpet at the Cannes Film Festival. The Cannes Film Festival was one of the most prestigious film festivals in the world. But not anymore. Once upon a time, this place used to be a heaven for craftsmen from the film industry and film critics. But not anymore. Wonder who they are trying to influence other than making themselves a brand.
According to a story published in europeanceo.com, legendary French filmmaker Jean Luc-Godard, whose career has been synonymous with the festival, recently described Cannes as being merely part of the PR circus within the film industry, rather than a celebration of all aspects of cinema. “Now, it’s just for publicity. People come to Cannes just to advertise their films.”
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