As the popular saying goes: renew or die. After banning “selfies” on the red carpet and having an open war with Netflix after refusing to show its movies -or should we say TV Movies?-, the Cannes Film Festival has decided to take a step forward and embrace modernity signing an agreement with an unexpected ally: TikTok.
Hoping to cover a much larger spectrum of the public and capture countless looks that, a priori, would not be interested in the contest, Cannes has teamed up with the billionaire social network to launch the #TikTokShortFilm; an international competition for short films between 30 and 180 seconds, shot in vertical aspect ratio.
The choice of the three winners It will be decided by a jury presided over by a well-known director —whose name will be revealed soon—, and the lucky ones will be awarded during the Festival in an official ceremony.
Rich Waterworth manager General Manager of TikTok in Europehas concluded the agreement in this way:
“We are truly honored to welcome them as an official partner. Entertainment fans from around the world have come to TikTok to be entertained, express themselves or discover something new, but have shared an authentic and rewarding sense of community like no other.”
In addition, he has stated that with this maneuver are waiting “open more creative possibilities for our community as they prepare to be inspired, excited and entertained, united by a shared love of film and video”.
For its part, Thierry Fremaux, director of the Cannes Film Festivalhas not hidden his curiosity about what may derive from his alliance with TikTok and hopes that the agreement will allow “Share the magic of the festival with a much broader, global and cinephile audience than ever”. This has been explained in a statement.
“Cannes has been connecting with the next generation of film enthusiasts by offering them the opportunity to experience the festival through its ‘3 Days in Cannes’ programme. With this collaboration, which is part of our desire to diversify audiences, we look forward to sharing the most exciting and inspiring moments from the festival and see the festival reimagined through the prism of TikTok creators and their community.”
Will this new business strategy work? Soon we will be able to verify it first hand.