There is no more convincing way of assuring your sponsors and patrons what you signify than getting photographs on the front page
At Venice, the carpet, somewhat away from the main drag, stretches in reasonably civilised fashion down a parallel to the starkly modernist Palazzo del Cinema. At Cannes, arrivals are staged on the scale of a military invasion. Battalions of police and security patrol the perimeters.
But do they matter to the studios? As a part of the larger promotional machine – chat with Graham Norton, cover stories on Vogue, incisive pieces in The Irish Times – the red carpet does certainly contribute to awareness. Why else would the film companies meet the often considerable expense of paying for flights, make-up and accommodation in expensive locations? They’re not just giving Scarlett Johansson and Harrison Ford a free holiday.
Well, if Aaron Taylor-Johnson and his co-stars Ariana DeBose and Russell Crowe had done a bit of waving at the premiere you might know he is a part of the Spider-Man universe. Just think how much work Margot Robbie did to help Barbie to its current hegemony.
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