Pantheon under the spotlight Cannes, unlikely alliance between cinema and TikTok
A discreet departure away from the buzz he had caused when he stepped on the red carpet for the first time in 2022, I’m talking about the Chinese social network TikTok, which has been able to take advantage of this event for several years to improve its image on the world stage. However, from the perspective of cinephiles, this union was particularly unnatural, with the big screen and eternal filmmakers on one side, and a frenetic network and bits of films sliced without any respect for copyright on the other.
But hey, for the organizers, any opportunity is good to make some money and above all try to reach a young audience not used to dark rooms. Trends emerging on this network would have helped attract a young audience to the theaters, such as the film “Le Consentement” or even “L’amour ouf”. However, it’s not that crazy to maintain this agreement.
After TikTok, Meta takes its place
Especially since it started quite badly. In its first year, Franco-Cambodian director Rithy Panh, chosen as the president of a TikTok short film festival, had resigned by denouncing the platform’s interference that was too heavily influencing its choices. He eventually reversed his decision after negotiations to reclaim his position. At Cannes, TikTok didn’t just organize contests, it commissioned influencers to enliven the event from the inside, a regiment of creators each year more interested in flashes and glitter than the quality of the films.
Influencers who take up space and maintain confusion with journalists or cinema critics. But the scandal came from the TikTok commission initiated last year where parliamentarians documented how the platform was harmful to the mental health of young people. The commission’s rapporteur, Laure Miller, publicly called for the end of this partnership. The festival responded by claiming to be concerned about the report’s conclusions, swearing that the platform does not have carte blanche, so it must be believed that today its image has become too negative. Without an official explanation, TikTok has been sidelined by the organization.
Now, replacing TikTok with Meta, namely Facebook, Threads, and Instagram. But is it really gaining by swapping a Chinese social network for an American one that has just been condemned in the United States for endangering minors? In terms of cinema, I can only encourage you to watch or rewatch “The Social Network” by David Fincher on the exploits of a Harvard student turned Machiavellian giant, which will allow you to look at this partnership with a different perspective.
