Tom Cruise (Sort Of) Back at Cannes: How Paramount Is Using the Festival to Promote ‘Mission: Impossible 7’
variety.comRebecca Rubin Film and Media Reporter A familiar face is back on the Croisette. Well, kind of… Tom Cruise may not be attending this year’s Cannes Film Festival, where “Top Gun: Maverick” premiered in 2022 to massive fanfare, but the star’s presence is enduring in the South of France.
For festival attendees, it’s impossible to miss the giant LED screen outside the famed Carlton Hotel, where a trailer of “Mission: Impossible – Dead Reckoning Part 1” has been playing on loop all week.
It’s designed to hype up movie lovers for the seventh installment in the globe-trotting franchise, which has no affiliation with Cannes, but debuts theatrically in July. “We’ve had this location for years because it’s at the heart of the festival action,” says Marc Weinstock, Paramount’s president of worldwide marketing and distribution. “Cannes is a renowned festival with global reach, which is why we chose to screen ‘Top Gun: Maverick’ there.
It’s the perfect setting to showcase a Tom Cruise movie.” It’s not just Cruise’s latest blockbuster that’s being promoted around the Croisette.
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