Cartier joins the sponsors of the Venice Film Festival

Along with lavish screenings of new films starring Oscar winners like Penélope Cruz and Olivia Colman, the 2021 Venice Film Festival wil...


Along with lavish screenings of new films starring Oscar winners like Penélope Cruz and Olivia Colman, the 2021 Venice Film Festival will feature a different kind of premiere: Cartier’s debut as a new main sponsor.

The festival “has elegance. It has exclusivity. It has glamor, ”said Arnaud Carrez, Cartier Marketing Director. “And that’s exactly what we want to build on.”

As part of a three-year deal, the festival, set to begin September 1, will present the Cartier Glory to the Filmmaker Award each year. This year’s recipient, chosen by festival director Alberto Barbera, will be Ridley Scott, whose new film, “The Last Duel”, is due to premiere at the festival on September 10. (The prize must be awarded immediately before the film is shown.)

The trophy – which will feature a panther, one of the house’s recurring motifs – is made at the Cartier Creation Studio in Paris.

Neither Cartier nor the festival would detail the financial aspects of the relationship, but film festivals can generate millions of dollars in sponsorships, which are typically offered at various levels. There are two other new festival sponsors this year, both at lower levels than Cartier: Repower, a Swiss energy company, and Chinese electronics brand Xiaomi.

For luxury brands like Cartier, choosing events and companies for partnerships can be a daunting task. “The values ​​of the brand must correspond to the type of art or the type of activity it sponsors,” said Federica Levato, Milan partner of Bain & Company.

And, she says, consumers expect synergy in referrals. “If a brand sponsors an event that is unrelated to the brand and the event, the customer will find it odd,” she said. (Last year the festival had four main sponsors; three returning are Armani Beauty, Campari and Mastercard.)

Roberto Cicutto, president of La Biennale di Venezia, which oversees the festival and other cultural events in the city, wrote in an email that Cartier was well suited as a sponsor because he had “the ability to perform best. collaboration with a cultural institution “.

Cartier has already partnered with film-focused events – like the Deauville American Film Festival, the French event he sponsored from 2005 to 2014 – as well as numerous art exhibitions through of the Fondation Cartier, including current exhibitions in Milan and Paris. “Art and culture have always been intimately linked to the history of Cartier,” said Mr. Carrez.

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