Cinema in a parallel dimension. Online media Brut, a new partner of the Cannes Film Festival, announced on Wednesday that users of the “Fortnite” video game, which is very popular with teenagers, could walk the red carpet or climb the famous steps in a virtual replica of the premises.
“It was important for us to bring the Cannes Film Festival into the uses of new generations”, summarized in a press release Guillaume Lacroix, director of Brut, who replaced, alongside France Télévisions, Canal + as media partner this year.
Players will have access to various quests
The Festival locations and the Croisette will be transposed into “Fortnite”, one of the most popular video games in the world which claims nearly 200 million users, the press release specifies. In the costume of a journalist, an actor or a director, the players will have access to various quests: “to carry out interviews”, “to pass a casting” or “to take part in the rise of the steps”. Other “additional” missions will deal with “more committed subjects such as climate change” or questions related to “diversity in the world of cinema”, promises the media.
The Cannes Film Festival is not the first cultural event to invest the universe of Fortnite. In 2020, rapper Travis Scott, one of the most listened to artists of his generation, gave five virtual concerts in the game, in front of more than 27 million virtual spectators in total.
In a world of cinema disrupted by the pandemic and new media consumption habits, the Cannes Film Festival, which is holding its 75th edition from May 17 to 28, is trying to get closer to the younger generations, and has also established a partnership with the Chinese social network TikTok, very popular with teenagers.
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