CANNES FILM FESTIVAL - 2002

---

BACKGROUNDER

• The Cannes film festival is one of the most prestigious international film festivals. Visibility in this festival is a mark of cinematic recognition, with both artistic and commercial significance. The Cannes film market is one of the biggest film markets in the world, offering an opportunity to sell both film products and services, as also the opportunity to network for future business deals. The 2002 festival is the 55^th Cannes festival.
• Until last year, India’s participation has been primarily to send films selected for the Indian Panorama as entries, a small marketing stall set up by the National Film Development Corporation, and film makers sending entries to different sections of the festival on their own.
• Last year, the Ministry of Information & Broadcasting, seeing the potential benefits of securing high visibility for Indian cinema, particularly in view of its export potential, had facilitated the participation of the Indian film industry by hiring a pavilion in the Cannes film market and publicizing this participation. India’s interest in promoting Indian cinema was demonstrated by a visit to Cannes by the Minister of Information & Broadcasting herself. In discussion with Mr Gilles Jacob, Director of the festival, a proposal to organize a tribute to an eminent Indian film personality, was mooted, and later accepted by the festival authorities.
• Building upon the Indian participation last year, this year it has been decided to hire a larger pavilion, with a strong Government-industry partnership in mounting a marketing and publicity effort. The two acme industry associations, FICCI and CII, have contributed their resources, in terms of both finance (Rs 30 lakh) and expertise. NFDC remains a strong pillar of this joint exercise, with its previous experience of the market.
• The objectives of India’s participation are to increase the visibility of the Indian film industry’s products and services, with a view to opening up markets abroad. There is also an interest in attracting shooting teams to India, and in promoting India’s competitively priced post-production services. With the recent success of Indian films abroad, especially the acclaim received by films like Lagaan, Monsoon Wedding and Kabhie Khushi Kabhie Gham, there is an even greater focus on the potential to increase Indian films exports in overseas markets. A handbook, detailing India’s cinematic capabilities, shooting locales and post-production services, among other strengths, is being compiled by NFDC, and will be distributed at Cannes.
• The Indian film presence this year in Cannes will be exceptionally significant. In pursuance of the proposal discussed last year, the Cannes Festival authorities have decided to pay homage to the great Cinema Personality, Shri Raj Kapoor, through a screening of three classics made by him, Aag, Awara and Barsaat. A special brochure is being brought out to commemorate this event, highlighting Shri Raj Kapoor’s crossover and timeless appeal. The importance of contemporary mainstream Indian cinema is going to be acknowledged through the premiere of Sanjay Leela Bansali’s Devdas, starring Madhuri Dikshit, Aishwarya Rai and Shahrukh Khan. For the first time, an Indian film school film has been selected in the Cinefondation section of the festival where Tridib Poddar’s Khoj has been selected. Tridib Poddar is a student of the Satyajit Ray Film and Television Institute of India, an autonomous Institute under the Ministry of I&B at Kolkata. In the short film competition, Manish Jha’s A Very Very Silent Film has been selected. These selections represent a strong Indian film presence in the Cannes film festival and market. In addition, Manu Rewal’s film Hollywood Ki Pukar is going to be shown in the Directors’ Fortnight.
• In order to further the film and entertainment industry’s export interests, a delegation of the captains of the entertainment industry, including, among others, Sh Yash Chopra, Sh Yash Johar, Sh Karan Johar, Sh Subhash Ghai, Sh Ramesh Sharma, Smt Uma Gajapati Raju, Sh Ronnie Scruvala, Sh Amit Khanna, Sh Sandeep Bedi will visit the Cannes Film Market. FICCI and CII have already made a substantial contribution to cement their commitment and partnership with the Government in this sector and view this exercise as a major export promotion effort. Towards this objective, a special focus will be maintained on India in Cannes from 20 to 23 May, 2002, with the 20^th being organised as an India Day, which will include a business promotion get together and meetings to publicise India’s entertainment industry. About this time a business meet will also be organised with the captains of the French entertainment industry.
• A special logo has been designed this year, to give a discernible identity to India’s film industry abroad. This logo will be used at Cannes this year, and henceforth at every major film market, which has a significant Indian presence, and eventually become another means of promoting brand recognition.