Indian media turns Cannes film festival into fashion week

Indian media turns Cannes film festival into fashion week

The Cannes film festival is an annual film festival held in Cannes, France, which previews new films of all genres, including documentaries, from all around the world. Every film industry in the world can showcase their films and also participate in the contest. As the Cannes film festival is popular all over the world, and with the huge media exposure, it is the perfect place to launch new movies and to showcase new releases to sell the films to distributors in different countries.

Many films, short films and documentaries from around the globe enter the competition for the coveted awards. Every year, the Cannes Film Festival board select the juries who will take the responsibility of selecting the films for the Cannes award. The jurors are selected from many countries who are famous artists in their respective countries and who has done wonderful work in films.

Indian media converted the Cannes film festival into a fashion week starting from the time the Indian models taking the flight from Mumbai. Yes, Aishwarya Rai, Deepika Padukone and Sonam Kapoor are models for an international makeup brand. Nothing else. They are brand ambassadors and they have to attend this festival and looks glamorous. This is not a choice. They get paid for being a brand ambassador and they need to wear that makeup and dresses and attend the events the makeup brand signs them up for. Indian media covers every dress and every event attended by these models and cover it extensively. Year after year, this charade has been going on. What about films? Indian film industry is the second largest after Holly wood in the world and there are no films which compete for the awards.

Indian media refers to these models as India’s representation. We don’t need representatives for luxury brands, we need Indian films to be representing India. Any international brand for makeup will look at India with huge population and booming market as their marketing destination for their products. The brand can’t bring Nicole Kidman for publicity in India and they have to choose Indians to sell it in India. This is how these popular figures were chosen. They happen to keep great presence at Cannes and that’s who this charade continues year after year.

Ever since Devdas was screened out of competition, it was understood that anyone can take a film and follow the process to get their film screened. There were almost no films which entered the competition since then. These actresses have literally changed the center of attention from films to fashion. They try to get attention but no one is ashamed of not presenting any films. These models keep saying they represent India. But on what grounds? Media creates this hype about Aishwarya Rai. But who cares about her in the world? Indian media shows them extensively every day and doesn’t care about other actresses or models. India is getting tired of this media coverage on their dresses and prefer to see films taking a center stage.

This year, “All I want”, a short Indian film directed by Venika Mitra, won an award at Beyond Borders Diversity of Cannes Short Film Showcase. This is an event independent of the ongoing 70th Cannes Film Festival and the Oscar-winning sound designer Resul Pookutty, also worked on the film.

The Cannes film festival saw 231 entries from 30 countries across six continents participating. Out of these, only six films were selected in General Showcase category. It included projects from India, Greece, China, Canada and the US, and aimed at celebrating the work of talented filmmakers who give life to globally diverse characters, with stories that transcend boundaries.