Tom Cruise's Absence Doesn't Stop Paramount from Promoting 'Mission: Impossible 7' at Cannes
Tom Cruise may not be physically present at this year's Cannes Film Festival, but his influence is still felt along the French Riviera. Outside the iconic Carlton Hotel, a massive LED screen has been showcasing the trailer of "Mission: Impossible - Dead Reckoning Part 1" non-stop, creating buzz for the highly anticipated seventh installment of the action-packed franchise. While the film has no official connection to Cannes, Paramount is leveraging the festival's global reach to build excitement ahead of its theatrical release in July.
Marc Weinstock, Paramount's president of worldwide marketing and distribution, explains the strategic choice of Cannes for this promotional campaign: "Cannes is a renowned festival with global reach, which is why we chose to screen 'Top Gun: Maverick' there. It's the perfect setting to showcase a Tom Cruise movie." The prime location outside the Carlton Hotel has been a long-standing spot for Paramount due to its proximity to the festival buzz.
But it's not just "Mission: Impossible 7" that's grabbing attention at Cannes. Disney has adorned the Croisette with larger-than-life posters for "Indiana Jones and the Dial of Destiny," which premiered out of competition, while Sony has set up an activation overlooking the Mediterranean Sea to promote the theatrical release of "Gran Turismo," a highly anticipated video game adaptation coming in August. As the international box office continues its recovery from the pandemic, Hollywood studios are seizing the opportunity to reintroduce their blockbuster films to overseas audiences.
Hollywood's Momentum Continues: Paramount Harnesses Cannes to Promote 'Mission: Impossible 7'
"With a plethora of major films this spring and an exciting summer ahead, the industry is firing on all cylinders and shows no signs of slowing down," remarks Weinstock.
Last year, when the Carlton Hotel was undergoing construction, Paramount had set up a similar marketing installation for "Top Gun: Maverick" on the Grand Hotel's lawn. Tom Cruise's international appeal has been a driving force behind the success of blockbusters, evidenced by the film's impressive box office performance of $774 million overseas and $1.49 billion globally. Cannes, renowned for attracting cinephiles from around the world, serves as the perfect platform to generate buzz and raise awareness for high-budget sequels like "Mission: Impossible 7."
"'Top Gun: Maverick' was the perfect film for us, and our Cannes screening was a major highlight of our global campaign," stated Weinstock. "From Tom's 'Masterclass' preceding the screening to his surprise Palme d'Or award, met with a thunderous standing ovation, and the thrilling flyover by French fighter jets just before the screening, the entire experience was truly unforgettable."
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