The austere French film festival, that once banned selfies on the red carpet, will be joining forces with the wildly popular short-video app.
Both Cannes and TikTok should benefit from synergies resulting from the deal, particularly in the fashion space, with luxury brands likely to be lining up for the chance to combine the festival’s glam reputation with TikTok’s unbeatable reach and enviably-young demographic.
Commenting on the partnership, Fremaux said the TikTok deal was part of efforts to diversify the festival and would allow Cannes to share the magic of the festival with a “wider, much more global and just as much [of a] cinephile audience than ever before.” Rich Waterworth, the general manager of TikTok in Europe, said the platform was looking forward to “opening up more creative possibilities for our community as they get ready to be inspired, moved and entertained, bound by a shared love of video and cinema.”
BCannes is celebrating its 75th anniversary this year and, after two years of virtual festivals and pandemic-era conditions, hopes for a return to its blow-out celebrations of years past.
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