Cairo – the middle gate Saturday 14 May 2022, 04:50 pm
In its seventy-fifth year, the Cannes Film Festival seeks to rejuvenate itself by re-optimizing the generation of streaming platforms and social networks.
It was noteworthy that the festival, whose name was associated with the name of Croisette Avenue in the French city, ended this year its old partnership with the station “Canal +”, which in the eighties and nineties of the twentieth century acquired cinematic symbolism, and was in particular responsible for transmitting the opening and closing facts of the festival, according to “AFP” ».
Instead of Canal+, the festival has adopted two new media partners, one of which is from the public sector, the France TV group, and the second is the Prot website, which allows young generations to be addressed in particular.
When “Brut”
Founded five years ago by former Canal+ executive Rono Le Van Kim, the short video site is also present in India, Egypt, Ivory Coast and Japan. The site confirms that the number of its followers is regarding 500 million from more than a hundred countries, most of whom are between the ages of eighteen and thirty-four.
From here, there is a symbolic dimension to the alliance between the festival and this site in the midst of a decline in the demand for cinemas due to the fierce competition from series and broadcasts. Many young people do not go to cinemas except to attend superhero movies, whether they are produced by “Marvel” or “DC Comics”.
However, the president of “Prot”, Guillaume Lacroix, noted that the themes covered in the films of the Cannes Film Festival “express a great deal of young people all over the world.” Lacroix saw Brut’s partnership with the festival as a way to make it “more inclusive” in terms of its ability to interest different generations and age groups or “in terms of diversity”.
The festival originally includes a series of programs dedicated to supporting and launching young talents, such as “Cinéfondation” and “La Fabrice Cinema”. The festival has finally refocused its Un Certain Regard selection of films on new talent.
Evolution or death
A year following the renewal trend, which was the award of the Palme d’Or to the Frenchwoman, Julia Ducornu, for her movie “Titan,” the contenders for the festival’s prize vary between veterans such as David Cronenberg (79 years old) and the Darden brothers (68 and 71 years old), and ascendants such as Lucas Dönt. (30 years old) or Said Rostayi (32 years old).
Julien Beau, professor of economics and researcher at the French Inseec Institute of Economics and Business Administration, said that the Cannes Festival, like the entire film community, needs to “refresh its image” and “attract a new generation”, according to “AFP”.
For example, there are those who believe that time has transcended strict dress codes on the red carpet, such as high heels for women and neckties for men.
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“Aside from Tom Cruise, who will capture the attention of the baby boomers, there will be a new generation of attractive actors who are attracting a large number of followers on social networks,” Pew added, and the new media did not want to miss their appearance at the festival.
In pursuit of this, the social network “Tik Tok”, which specializes in very short videos and popular among teenagers, as the new official partner of the Festival de Cannes, is relaying the facts of the rise of the stars its famous stairs, and conducting “interviews with artists”, while Instagram reports that The hype accompanying “Cannes” to highlight some of those who have become famous on it, who have nothing to do with the seventh art anyway.
The star of “Tik Tok” Kaby Lamy, who has a number of 100 million followers, will be on the jury of a competition for short videos of between 30 seconds and three minutes, organized by the network, and the winners will receive their prizes on May 20 from the festival’s commissioner-general, Thierry Frémaux.
smartphone camera
“If (directors) Martin Scorsese and Michel Azanavicos were 16 today, they would not have used the Super 8 camera to produce content and tell stories, but their smartphone,” said Guillaume Lacroix. He asserts that Brut will allow the Festival de Cannes to be present “wherever the youth are”.
Prot will even make the festival present with its landmarks and on Croisette Avenue in the virtual world of Metaverse via Fortnite, one of the two most popular video games in the world, with nearly 200 million users.
Dressed as a journalist, actor or director, players will have access to various tasks, including “interviewing” or “examing actors” applying for a role in a film, or “stepping up the festival stairs” …
Julian Beau expected that these multifaceted initiatives would provoke “the mockery and criticism of some,” but he stressed that cinema “should keep pace with its time so that it does not die.”