Hollywood blockbusters are still trying to fight back, though. Sylvester Stallone and his crew rolled down the Mythic Croisette in a tank to promote Expendables 3 in 2014. He made light of the stunt. Heading up a band of wrinklies, which included Arnold Schwarzenegger and Mel Gibson, he declared his posse of ageing A-listers “children with arthritis”.
But it begs a nagging question – is Cannes showing its age? Is it becoming expendable?
Aside from big studio power, there are other forces conspiring to hijack Cannes, none more so than big fashion and beauty brands. High flying jeweller Chopard even creates the coveted Palme d’Or trophy for the best film, and their festival bash is among the most star studded.
The annual Amfar Aids fundraiser is a magnet for big names and big fashion and beauty brands. “The same papers that attack us sell plenty of advertising pages devoted to luxury brands,” says Festival president Pierre Lescure defensively.
