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A familiar face returns to the Avenue of the Cross. Well, kinda…
Tom Cruise may not be at this year’s Cannes Film Festival, where “Top Gun: Maverick” premieres to much fanfare in 2022, but the star’s presence is enduring in the south of France. For festivalgoers, it’s impossible to miss the giant LED screen outside the famous Carlton Hotel, which plays the trailer for “Mission: Impossible: Dead Reckoning Part 1” on a loop all week. It’s meant to promote the seventh installment in a worldwide tour franchise for cinephiles, which has no connection to Cannes but will open in theaters in July.
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“We’ve been at this location for years because it’s the center of the festival’s activity,” said Mark Weinstock, Paramount’s president of worldwide marketing and distribution. “Cannes is a prestigious film festival with global reach, which is why we chose to screen Top Gun: Maverick there. It’s the perfect venue to showcase Tom Cruise’s films.”
It’s not just Cruise’s latest blockbuster that’s being promoted around the Croisette. Disney created a larger-than-life poster for “Indiana Jones and the Clock of Fate,” which premiered in competition earlier this week, while Sony held an event overlooking the Mediterranean Sea for “Gran Turismo,” which is A video game adaptation hits theaters this August. As the international box office continues to rebound from the pandemic, Hollywood studios have returned to touting their biggest hits to overseas audiences.
“It’s a testament to the number of blockbusters we’ve seen this spring, and with a huge summer ahead, the industry seems to be pulling out all the stops with no signs of slowing down,” Weinstock added.
With the Carlton Hotel under construction, Paramount brought a similar marketing device to last year’s Top Gun: Maverick on the Grand Hotel’s lawn. Cruise, a particular favorite with international audiences, helped the blockbuster shatter expectations of $774 million overseas and $1.49 billion worldwide. That appeal makes Cannes an ideal destination for global fans, raising awareness for big-budget sequels like Mission: Impossible 7.
“We knew ‘Top Gun: Maverick’ was the perfect film, and our Cannes screening was a highlight of our global campaign,” Weinstock said. “From Tom’s ‘Master Class’ before the screening, to his surprise Palme d’Or – accompanied by a thunderous standing ovation – to the dramatic flyby of a French fighter jet before the screening, the whole experience was unforgettable.”
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