Cannes 2025

The 78th Marche Du Film Festival De Cannes: AI; Disruption; Optimism

We've just returned from the 78th Marché du Film in Cannes, where the atmosphere was charged with a mix of uncertainty and hope. While the red carpets and premieres maintained their usual glamour, industry discussions were dominated by themes of artificial intelligence (AI), market disruption, and a surprising sense of optimism about the future of cinema.

A significant catalyst for this optimism was President Donald Trump's announcement of a proposed 100% tariff on foreign-produced films. While the policy has been met with criticism from prominent figures like Wes Anderson and Robert De Niro, who questioned its practicality and potential cultural impact , many representatives from smaller film-producing countries viewed it as an opportunity. They believe such measures could redirect attention to local storytelling and bolster domestic film industries.

The immersive storytelling competition at Cannes garnered significant attention, with audiences eager to experience narratives that blend traditional filmmaking with cutting-edge technology. This enthusiasm underscores a growing appetite for innovative content that pushes the boundaries of conventional cinema.

Central to the discussions was the launch of CresCine's 'State of European Film: Volume 2' report. This comprehensive analysis offers insights into the challenges and opportunities facing Europe's smaller film markets, emphasizing the role of AI in production and distribution, and advocating for policies that support cultural diversity and industry competitiveness .

In an era marked by rapid technological advancements and shifting geopolitical landscapes, Cannes 2025 highlighted the resilience and adaptability of the global film community. While challenges persist, the festival showcased a collective commitment to embracing change and seizing new opportunities for storytelling.