The ADR agency and the Shanghai International Film Festival promote ‘wave C’ from Cannes


The Shanghai International Film Festival (SIFF) has taken advantage ADR communication agency for another edition to support its association with the Marché du Film (Film Market), the commercial counterpart of the Cannes Film Festival. The Cannes, Paris and Singapore-based agency, which specializes in experiences related to the luxury, beauty and film industries, will guide keynotes by SIFF organizers and co-host the opening night of the Marché du Film.

At the same time, the Marché du Film will resume its role as lead partner of the SIFF Young program, an initiative launched in 2021 to identify and cultivate five emerging Chinese directors.. This multi-year collaboration is “not only to celebrate SIFF Young’s new wave of formidable filmmakers, but also to help embolden their film voices and connect them to the European film market.” read a statement.

What it is:

From May 17 to 25, Film Market It is the largest international meeting of more than 12,500 professionals from the film industry. With more than 70 percent of the world’s film transactions conducted in this market, producers, distributors, sales agents, financiers and other participants can find business partners through more than 200 events.

Meanwhile, SIFF is the only competitive international film festival in China approved by the International Association of Film Producers Federation (FIAPF). Last year’s competition set a record 4,443 shipments from 113 countries, with 99 films released in China, indicating the growing influence of the festival, and the country, in entertainment.

Why it matters:

According to Antoine Dray, director of ADR, the cooperation between these two major film festivals could not be more complementary: “For the largest film market to close the gap with one of the leaders in Asian entertainment is like combining the two sides of a single coin. .”

The advantages go both ways. For SIFF, partnering with the Marché du Film allows it to leverage the credibility of the Cannes event to bolster its own popularity and elevate Shanghai as a film capital. In addition, Marché du Film’s support of the SIFF Young program helps provide the necessary resources to guide young Chinese directors (under 45 with no more than three feature films under their belt) through the entire film-making process. , from script approval and location scouting to post-production.

For the Marché du Film, the collaboration with SIFF fosters a deeper understanding of China’s film market, which overtook the US during the pandemic to become the world’s largest box office. Being China also the largest export market for european moviesUnderstanding consumer preferences and the inner workings of your entertainment industry has become crucial.

Shanghai International Film Festival Agency

ADR for the SIFF promotion at the Cannes Film Market. Photo: Jeremy Burbant and Laurent Attias

The largest photo:

Backed by ADR, which also hosts a China Day conference at the Marché du Film, SIFF amplifies Chinese talent, values ​​and aesthetics abroad, ultimately increasing China’s cultural soft power. And this “C wave” has broader implications for the luxury industry: for example, in the way that South Korea’s entertainment boom (or “Halyu wave”) boosted sales of k-beauty Internationally, the spread of Chinese films abroad could similarly stimulate growth in other sectors such as fashion and beauty C.

“China has always been present at the Cannes Film Festival, but now it is imposing itself in the creative territory, where it was previously less expected,” said Dray. jing daily. “The quality of Chinese directors is in profound evolution; We see it in particular in the luxury sector where the quality of the content produced is always more surprising. This is a group of talents to watch closely.”

So as Cannes prepares to roll out the red carpet in May, moviegoers shouldn’t be the only ones watching, brands should take note too.

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