Red Carpet Republic: How Cannes Became India’s Favourite Film Festival Without The Films

Ashik Bothra - Mumbai Bureau May 25, 2026 1,000 Views

Every year, as Cannes Film Festival rolls out its iconic red carpet, Indian social media turns into a 24x7 fashion commentary panel. Hashtags trend, outfits are dissected frame by frame, and yet very few conversations touch the actual films being screened. The spectacle has clearly outgrown the cinema.

From Film Festival To Fashion Festival

For most Indian viewers, Cannes is not a festival of world cinema, it is a global runway where “India at Cannes” is measured less in film selections and more in photo ops. Coverage is dominated by gowns, brands, and “who wore what,” while the Indian titles in competition or screening sections barely get a fraction of that visibility.

Influencer Economy Meets Aspirational India

The rise of influencers, beauty creators, and lifestyle brands has turned Cannes into a marketing stage. Many Indian attendees are at Cannes not with films, but as ambassadors for fashion labels, cosmetics, or luxury brands. In an aspirational, image-driven digital culture, a viral red-carpet look delivers instant visibility; a nuanced indie film does not. The platform rewards spectacle, not subtitles.

Media Incentives And Engagement Math

Indian media, especially digital and entertainment portals, follow the clicks. Red carpet slideshows, celebrity reels, and “best/worst dressed” lists guarantee higher engagement than longform pieces on arthouse cinema. The result: wall-to-wall coverage of outfits, negligible context on festival sections like Un Certain Regard, Directors’ Fortnight, or parallel film markets where Indian films quietly hustle for distribution.

What This Obsession Costs Us

The red carpet fixation flattens India’s image at Cannes into one of outfits without artistic ownership. It sidelines serious filmmakers, technicians, and producers who are actually there for cinema premieres, co-production markets, and festival networking. It also means Indian audiences miss out on discovering new Indian and global films, reducing Cannes to a glamorous backdrop rather than a gateway to world cinema.

Red Carpet Vs Cinema Highlights

India’s Cannes buzz is driven more by fashion than by films or awards
Influencer and brand-led appearances overshadow actual film selections
Media prioritises looks and virality over cinematic discussion and discovery
This dynamic sidelines Indian filmmakers and films working the festival circuit
A more balanced gaze could turn Cannes from a red carpet event into a cinema conversation for Indian audiences