The TikTok became the official partner of Cannes Film Festival. The new partnership aims to connect the cultural event with the one billion users of the digital platform around the world.
The Cannes Film Festival may have banned red carpet selfies several years ago, but now organisers are trying to attract attention and will provide TikTok users with exclusive behind-the-scenes content, glamorous red carpet scenes and interviews with talent.
To establish itself as a leading entertainment destination and content creator, the platform also launches #TikTokShortFilm, a global in-app competition of short films from 30 seconds to 3 minutes in vertical format.
The jury of the first edition of #TikTokTokShortFilm will be chaired by a well-known director whose name will be announced at a later stage. Three prizes will be awarded during the Festival at an event to be attended by the artistic director of Cannes, Thierry Fremont.
The alliance between the Cannes Film Festival and TikTok may seem incongruous, but it makes sense, as both sides are trying to support filmmakers and bring emerging talent to the forefront. Like luxury brand group Kering, one of Cannes' main official partners, TikTok will also financially support the festival.
Rich Waterworth, general manager of TikTok in Europe, described the Cannes Film Festival as «an iconic moment that changed the landscape of world cinema forever».
«We are truly honoured to welcome them as official partners. Entertainment enthusiasts from all over the world turn to TikTok to be entertained, express themselves or discover something new, but share an authentic and rewarding sense of community that can't be found anywhere else.».
Commenting on the partnership, Thierry Fremont said that he looks forward to TikTok «sharing the magic of the Festival with a wider, much more global and equally cinephile audience than ever before».
