CANNES.- When last Wednesday the 18th eight planes from the French air force acrobatic patrol made two low flights over the Palais des Festivals de Cannes before the screening of Top Gun: Maverick, it was clear that the contest was surrendering to Tom Cruise the latest movie star who has disdained the platforms and who has thrown himself wildly into the cinema show.
That afternoon it was confirmed that in a year in which With the festival reeling from the shock waves of the pandemic and where TikTok’s sponsorship of the red carpet has caused irritation, nothing is safer than veterans like Cruise, Julia RobertsNaomi Campbell or Eva Longoria to relaunch their image.
Tom Cruise and Jennifer Connelly pose for photographers at the photo session for the movie Top Gun: Maverick at the Cannes festival (Vianney Le Caer /)
The Covid-19 has caused them to disappear from the photo call the Asian stars – who before 2019 had conquered the tickets to the gala sessions – and that very few actors of the new generations walk the Croisette; Y the invasion of Ukraine has meant that there is no trace of Russian tycoons. If on the horizon the scarcity of yachts stranded in the city’s bay is striking, on the streets it is evident that luxury prostitution has disappeared. They don’t show up often either. Ferraris Y lamborghini, although the restaurants fill up every night: there are 11,000 more accredited than in 2021, and the Cinema Market closed this Tuesday with a return with signs of recovery in the world business.
Tom Cruise, star in Cannes (Pascal LeSegretain/)
The presence of Tom Cruise has overshadowed the rest of the actors, actresses, models and influencers who would like to show off at Cannes. Your red carpet of the first Wednesday of the festival It was also the catwalk used by the cosmetics companies L’Oréal and the jewelry company Chopard -which also creates the Palms d’Or, like the one that was delivered to the actor by surprise— to show muscle of the talents (hyperbole in English with which the industry defines its promoted) at your disposal.
Anne Hathaway dazzled on her way through Cannes (CHRISTOPHE SIMON/)
Of course in Cannes, where three daily red carpets are held, everyone star system French appears constantly. But that day there was almost no room for them, with the exception of Omar Sy and Benjamin Biolay. after Cruise, Jennifer Connelly and Jon Hamm, veterans of Top Gun: Maverick, along with the young pilots (the best known is Miles Teller), actresses such as Eva Longoria, Aishwarya Rai, Viola Davis and one of the most coveted of the new generations by clothing brands appeared: Elle Fanning. The rest? Models like Toni Garn, Josephine Skriver, Anja Rubik or Jasmine Tookes, influencers like Leonie Hanne and Sira Pevida or even the twin nieces of Lady Di, Amelia and Eliza Spencer.
Actress Viola Davis attends the screening of Top Gun: Maverick in Cannes (Marc Piasecki/Getty Images/)
For almost two decades, the red carpet has become the best showcase for haute couture to display its designs. If before they were carried by interpreters, now supermodels wear them directly. Very few of those who are photographed at the galas, parties, and dinners during the Cannes festival come for the movies; most come paid by brands.
Before the pandemic, the luxury industry had opened a gap in the Asian market, so that is why since 2015 the Asian presence (especially Chinese) in the Côte d’Azur multiplied. Now they have disappeared, although that sector has returned to pre-pandemic income: according to Salesland and Increnta, a multinational specialized in marketing and sales, the first half of 2022 will close with sales of luxury products worth 300,000 million euros.
Of this volume, 45% of sales are influenced by digital actions, and in 2025 China will account for half of the business volume. So much money makes it possible for glamor to return to Cannes little by little, although companies like Dior have reduced their presence to a party. Anything goes in Cannes: Tony Parker, four-time NBA champion and Longoria’s ex-husband, has been in town promoting a new brand of powdered healthy drink.
Eva Longoria also attended the Cannes festival (Samir Hussein /)
Last weekend there were several highlights that underline the triumph of veteran faces. Julia Roberts – with a Chopard necklace that had a 100-carat yellow diamond in the center of it – entered and swept at the gala Armageddon Time, James Gray, with Anne Hathaway; Marion Cotillard presented the new film by Arnaud Desplechin, which was attended by Charlotte Casiraghi; Idris Elba and Tilda Swinton premiered Three Thousand Years of Longing, by George Miller, and Alessandra Ambrosio was once again one of the most photographed.
And as much as the new generations go to meet Xavier Dolan, Adéle Exarchopoulos or Lashana Lynch, photographers still enjoy more with Sharon Stone, Nikolaj Coster-Waldau, Carla Bruni, Natalia Vodiánova, Adriana Lima or even the fighter Conor McGregor, idol in the Anglo-Saxon world. And on Monday night, crimes of the future, by David Cronenberg, lined up stars for all generations: Viggo Mortensen, Léa Seydoux and Kristen Stewart.
(FromL) Greek actor Yorgos Pirpassopoulos, Canadian actor Scott Speedman, Canadian film director David Cronenberg, Portuguese-Guinean actor Welket Bungue, French actress Lea Seydoux, American actor Viggo Mortensen and American actress Kristen Stewart pose before leaving the Palais des Festivals after the screening of the film Crimes of the Future during the 75th Cannes Film Festival in Cannes, southern France, on May 23, 2022. (Photo by LOIC VENANCE / AFP) (LOIC VENANCE /)
These last two actresses deserve a separate paragraph. Stewart has become herself a media and artistic empire thanks to her influence on the new generations and in his good judgment choosing film projects. Seydoux is, directly, the queen of the post-pandemic Cannes: if in 2021 four films were screened with her (and she could not come because she tested positive for Covid in Paris), in this edition, she adds Cronenberg’s a beautiful morning, by Mia Hansen-Løve, in the Directors’ Fortnight. The French is the bridge between established and emerging stars.
In Cannes: Canadian film director David Cronenberg, French actress Lea Seydoux and American actor Viggo Mortensen (LOIC VENANCE/)
And among those emerging, the influencers and tiktokers. Cannes accepted that the social network TikTok enter as a sponsor and that twenty of its users create content about their festival experience. Furthermore, he organized a contest, TikTokShortFilm, and managed to get the contest’s general delegate, Thierry Frémaux, to deliver the prizes. To give weight to the event, the jury would be chaired by Rithy Pahn, the eminent Cambodian director nominated for an Oscar for The lost image. The prizes were awarded on Sunday after the restlessness of Thursday: that day, Pahn resigned from his position for hours, fed up with TikTok reaching into the record. First they wanted to give an award ex aequo for best film to reward the title chosen by the jury and another selected by them; Hours later, they removed the film from the jury “for not respecting the rules.” Pahn got angry, told everything in TheHollywood Reporter, and TikTok backed down and capitulated.
Those who are not, nor are they expected, are the Russian millionaires, who only appear as one of the characters in Triangle of Sadness, by Ruben Ostlund. His absence stands out in the few yachts anchored off the beach or in his usual hustle and bustle at his favorite accommodation in the city, the Hotel Martinez (which, on the other hand, maintains its motley nightlife). The legion of luxury prostitutes who landed on La Croisette these days are not seen in restaurants and shops either.
According to Variety, although the festival has banned the presence of Russian industry and media, Russian buyers have come to the Market that is held within the event, and do their work discreetly . For business there are never enemies, as is clear in Top Gun: Maverick: no country is ever mentioned nor are the faces of the villains seen. Cruise knows that his audience is worldwide.
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Cannes 2022: old-school stars devour influencers, models and tiktokers on the red carpet