Cannes Promotional Stunts, Once a Feature of the Festival, Go Missing

Cast and crew members look on as photographers work from the ropelines, as they arrive for the screening of the film "Eddington" at the 78th edition of the Cannes Film Festival in Cannes, southern France, on May 16, 2025. (AFP)
Cast and crew members look on as photographers work from the ropelines, as they arrive for the screening of the film "Eddington" at the 78th edition of the Cannes Film Festival in Cannes, southern France, on May 16, 2025. (AFP)
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Cannes Promotional Stunts, Once a Feature of the Festival, Go Missing

Cast and crew members look on as photographers work from the ropelines, as they arrive for the screening of the film "Eddington" at the 78th edition of the Cannes Film Festival in Cannes, southern France, on May 16, 2025. (AFP)
Cast and crew members look on as photographers work from the ropelines, as they arrive for the screening of the film "Eddington" at the 78th edition of the Cannes Film Festival in Cannes, southern France, on May 16, 2025. (AFP)

You can get nostalgic about almost anything at the Cannes Film Festival, even Jerry Seinfeld on a zip line in a bumblebee costume.

For many years, Cannes has played host not just to an endless stream of artistically ambitious movies, but also to some of Hollywood's most extreme promotional gambits. With so many films packed into the 12-day festival, and with much of the world watching, there are high stakes to standing out in Cannes.

But in recent years, the Cannes marketing stunt has turned into an endangered species. Hopes that Tom Cruise might revive a dormant tradition passed with the relatively sedate premiere Wednesday of “Mission: Impossible — Final Reckoning.”

Would Cruise parachute into the Palais? Could he ride an airplane wing to the premiere? Nothing so elaborate came to pass. Cruise and company walked the red carpet while serenaded by an orchestra playing the “Mission: Impossible” theme.

Along the Croisette this year, there's a noticeable lack of the kind of grand advertisements Hollywood has often trotted out for the festival. Paramount Pictures has a “Mission: Impossible” installation outside the Carlton Hotel, but — as has been true for several years — Hollywood rarely still seeks to make big marketing splashes in Cannes.

Even though Universal Pictures' upcoming Formula One action drama “F1” might seem like a natural fit, with the Monaco Grand Prix just days away, “F1” — at least so far — has made no pit stop in Cannes.

Things could change. Cannes runs until May 24. Someone might yet arrive by parasail over the Mediterranean, as T.J. Miller did in 2017 for “The Emoji Movie,” or do ninja kicks with a troupe of giant pandas, as Jack Black did in 2008 for “Kung Fu Panda.”

But for years, the circus-like quality of Cannes has been in decline. That's owed partly to budgetary constraints and shifting marketing priorities for major studios. For Cruise and “Final Reckoning,” Cannes was just one stop on a worldwide tour.

Plus, some of those who were most devoted to bringing Hollywood entertainment to Cannes are no longer regulars here. While head of DreamWorks Animation, Jeffrey Katzenberg made sure his films left a mark in Cannes, whether with models wearing “Trolls” wigs or Seinfeld's “Bee Movie” zip line.

Is the absence of such things anything to lament? Probably not, but they did add to the crazy-things-will-happen nature of Cannes, giving the festival the feel of big tent extravaganza. It could be counted as one small, superficial way that movies aren't quite the carnivalesque show they once were.

For now, though, we can say we'll always have when Sacha Baron Cohen, for “The Dictator,” rode a camel down the Croisette. Ah, the memories.



Movie Review: From Bumper to Bumper, ‘F1’ Is Formula One Spectacle 

Brad Pitt, from left, Lewis Hamilton, and Damson Idris attend the world premiere of "F1 The Movie" on Monday, June 16, 2025, in Times Square in New York. (Photo by Evan Agostini/Invision/AP)
Brad Pitt, from left, Lewis Hamilton, and Damson Idris attend the world premiere of "F1 The Movie" on Monday, June 16, 2025, in Times Square in New York. (Photo by Evan Agostini/Invision/AP)
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Movie Review: From Bumper to Bumper, ‘F1’ Is Formula One Spectacle 

Brad Pitt, from left, Lewis Hamilton, and Damson Idris attend the world premiere of "F1 The Movie" on Monday, June 16, 2025, in Times Square in New York. (Photo by Evan Agostini/Invision/AP)
Brad Pitt, from left, Lewis Hamilton, and Damson Idris attend the world premiere of "F1 The Movie" on Monday, June 16, 2025, in Times Square in New York. (Photo by Evan Agostini/Invision/AP)

The wide-screen spectacle of Formula One gets a gleaming, rip-roaring workout in Joseph Kosinski’s “F1,” a fine-tuned machine of a movie that, in its most riveting racing scenes, approaches a kind of high-speed splendor.

Kosinski, who last endeavored to put moviegoers in the seat of a fighter jet in “Top Gun: Maverick,” has moved to the open cockpits of Formula One with much the same affection, if not outright need, for speed. A lot of the same team is back. Jerry Bruckheimer produces. Ehren Kruger, a co-writer on “Maverick,” takes sole credit here. Hans Zimmer, a co-composer previously, supplies the thumping score.

And, again, our central figure is an older, high-flying cowboy plucked down in an ultramodern, gas-guzzling conveyance to teach a younger generation about old-school ingenuity and, maybe, the enduring appeal of denim.

But whereas Tom Cruise is a particularly forward-moving action star, Brad Pitt, who stars as the driving-addicted Sonny Hayes in “F1,” has always been a more arrestingly poised presence. Think of the way he so calmly and half-interestedly faces off with Bruce Lee in Quentin Tarantino’s “Once Upon a Time ... in Hollywood.” In the opening scene of “F1,” he’s sleeping in a van with headphones on when someone rouses him. He splashes some water on his face and walks a few steps over to the Daytona oval, where he quickly enters his team’s car, in the midst of a 24-hour race. Pitt goes from zero to 180 mph in a minute.

Sonny, a long-ago phenom who crashed out of Formula One decades earlier and has since been racing any vehicle, even a taxi, he can get behind the wheel of, is approached by an old friend, Ruben Cervantes (Javier Bardem) about joining his flagging F1 team, APX. Sonny turns him down at first but, of course, he joins and “F1” is off to the races.

The title sequence, exquisitely timed to the syncopated rhythms of Zimmer’s score, is a blistering introduction. The hotshot rookie driver Noah Pearce (Damson Idris) is just running a practice lap, but Kosinski, his camera adeptly moving in and out of the cockpit, uses the moment to plunge us into the high-tech world of Formula One, where every inch of the car is connected to digital sensors monitored by a watchful team. Here, that includes technical director Kate McKenna (Kerry Condon) and Kaspar Molinski (Kim Bodnia), the team’s chief.

Verisimilitude is of obvious importance to the filmmakers, who bathe this very Formula One-authorized film in all the sleek operations and globe-trotting spectacle of the sport. That Apple, which produced the film, would even go for such a high-priced summer movie about Formula One is a testament to the upswing in popularity of a sport once quite niche in America, and of the halo effects of both the Netflix series “Formula 1: Drive to Survive” and the seven-time world champion Lewis Hamilton, an executive producer on “F1.”

Whether “F1” pleases diehards, I’ll leave to more ardent followers of the circuit. But what I can say definitively is that Claudio Miranda knows how to shoot it. The cinematographer, who has shot all of Kosinski’s films as well as wonders like Ang Lee’s “Life of Pi,” brings Formula One to vivid, visceral life. When “F1” heads to the big races, Miranda is always simultaneously capturing the zooming cars from the asphalt while backgrounding it with the sweeping spectacle of a course like the UK’s fabled Silverstone Circuit.

OK, you might be thinking, so the racing is good; is there a story? There’s what I’d call enough of one, though you might have to go to the photo finish to verify that. When Sonny shows up, and rapidly turns one practice vehicle into toast, it’s clear that he’s going to be an agent of chaos at APX, a low-ranking team that’s in heavy debt and struggling to find a car that performs.

This gives Pitt a fine opportunity to flash his charisma, playing Sonny as an obsessive who refuses any trophy and has no real interest in money, either. The flashier, media-ready Noah watches Sonny's arrival with skepticism, and the two begin more as rivals than teammates. Idris is up to the mano-a-mano challenge, but he’s limited by a role ultimately revolving around and reducing to a young Black man learning a lesson in work ethic.

A relationship does develop, but “F1” struggles to get its characters out of the starting blocks, keeping them closer to the cliches they start out as. The actor who, more than anyone, keeps the momentum going is Condon, playing an aerodynamics specialist whose connection with Pitt’s Sonny is immediate. Just as she did in between another pair of headstrong men in “The Banshees of Inisherin,” Condon is a rush of naturalism.

If there’s something preventing “F1” from hitting full speed, it’s its insistence on having its characters constantly voice Sonny’s motivations. The same holds true on the race course, where broadcast commentary narrates virtually every moment of the drama. That may be a necessity for a sport where the crucial strategies of hot tires and pit-stop timing aren't quite household concepts. But the best car race movies — from “Grand Prix” to “Senna” to “Ferrari” — know when to rely on nothing but the roar of an engine.

“F1” steers predictably to the finish line, cribbing here and there from sports dramas before it. (Tobias Menzies plays a board member with uncertain corporate goals.) When “F1” does, finally, quiet down, for one blissful moment, the movie, almost literally, soars. It's not quite enough to forget all the high-octane macho dramatics before it, but it's enough to glimpse another road “F1” might have taken.