Cannes film festival used to be the pinnacle of cinematic celebration, ‘used to be’ being the keyword. But of late, it has started to find itself at the crossroads – of films and modern internet. While the event continues to showcase groundbreaking films and honour cinematic excellence, a noticeable shift has occurred – the red carpet, once a domain reserved for filmmakers and actors, has become increasingly populated by influencers and content creators from India.
This transformation has sparked a debate – Is Cannes losing its essence?
Recently, a video of an Indian content creator surfaced on the internet that further propelled this debate in a way that Indians are not happy with the representation of the nation at Cannes. In the video, the creator can be seen asked to leave by the security at the Cannes film festival, while she tries to wave to the paparazzi there and get more pictures clicked.
Check out the video here:
Cannes film festival ko Dadar Station bana rakha hai 🥲 pic.twitter.com/FujrdgZIZD
— Godman Chikna (@Madan_Chikna) May 28, 2025
The rise of influencers at Cannes
In the last couple of years, the festival saw a steep surge in the number of influencers attending, most of whom had no direct involvement in the films being showcased. Figures like Masoom Minawala, Ankush Bahuguna, Viraj Ghelani, Parul Gulati, Nancy Tyagi and Niharika NM were among those who graced the red carpet. Their presence was often facilitated by sponsorships, with some influencers reportedly paying up to Rs 30 lakh for a chance to walk the iconic steps.
While the influx of influencers brought a fresh wave of attention to the festival, it also led to concerns about the event’s focus. Industry professionals and film enthusiasts expressed unease over the overshadowing of cinematic discussions by fashion critiques and social media content.
Filmmaker Aditya Sarpotdar, director of Munjya, voiced his apprehensions, stating, “No amount of influencers or outfits or any buzz created on the red carpet will get you any acclaim as a nation.” He emphasised that the true essence of Cannes lies in celebrating films and their creators, not in the spectacle surrounding influencers.
“These pre-events are always ways to promote the festival more…But that doesn’t sum up what the festival is. The sum of the festival is the cinema there,” he added.
This sentiment was echoed by many who felt that the festival’s core purpose is being diluted with the presence of influencers and creators who are there with their personal agenda. The prominence of influencers, often without a connection to the films, led to a sense of alienation among traditional attendees. The focus seemed to shift from cinematic achievements to personal branding and social media engagement.
The commercial aspect of influencers attending Cannes has also been a point of contention. Brands like Mastercard, BMW, L’Oréal Paris, and Air France partner with influencers to enhance their visibility during the festival. While this collaboration is mutually beneficial, it raises questions about the commercialisation of an event traditionally centered on art and cinema.
Critics and cinephiles argue that this commercialisation could hamper the festival’s prestige. The concern is that as more influencers attend, the event risks becoming a platform for brand promotions rather than a celebration of cinema.
What are influencers doing at the Cannes Film Festival?
For strategic visibility, to be exact. According to reports, there are now curated ‘Cannes packages’ priced in lakhs. These packages typically offer access to exclusive VIP events, a chance to walk the red carpet, and, most importantly, a professional photoshoot right where the cameras love to click.
It’s not always the festival organisers who invite these attendees. In many cases, influencers either invest in the experience themselves as part of a personal branding effort or get sponsored by the brands they collaborate with.
What is the public opinion on this?
Public opinion on the matter is, however, divided. While some viewers and loyal fans appreciate the diversity and new energy that influencers bring to the festival, many others feel that the sudden influx of influencers distracts from the festival’s original purpose.
As the Cannes Film Festival continues to evolve, it will face the challenge of balancing tradition with modernity. The presence of influencers has undoubtedly brought new attention to the event, but it has also sparked important discussions about its future direction. Will Cannes maintain its status as a premier film festival, or will it transform into a more commercialised spectacle?