Cannes:
At the Cannes Film Festival 2025, Pallavi Joshi used her platform to call attention to what she described as an overemphasis on social media influencers over filmmaking craft. In an exclusive interview on the Croisette, the acclaimed actress and producer expressed concern that red carpet moments risk becoming hollow if attendees lack a sincere dedication to cinema.
Influencers vs. Industry Veterans
Joshi noted the growing number of influencers invited to photo calls and gala events, saying that their presence often centres on fashion and follower counts rather than film appreciation. “A red carpet moment should celebrate storytelling and artistic craft,” she said. “When someone walks down simply for clicks, it undermines the festival’s purpose.”
Cinematic Heritage Under Threat
Highlighting Cannes’s storied history since 1946, Joshi warned that prioritising social media visibility over substance could erode the festival’s cultural significance. She recounted her own experiences attending screenings where legendary directors like Agnès Varda and Federico Fellini spoke about cinema’s transformative power, remarking that today’s influencers rarely engage in such conversations.
Balancing Promotion and Appreciation
Festival organisers have increasingly incorporated digital content creators to attract younger audiences and expand global reach. While acknowledging the need for evolution, Joshi urged a balanced approach. “Publicity is essential, but it must not overshadow the films themselves,” she said. “Viewers deserve authentic engagement with filmmakers and actors who live and breathe cinema.”
Industry Reactions
Several filmmakers and critics at Cannes supported Joshi’s view. Lebanese director Nadine Labaki commented that influencer-driven coverage can distract from critical discussions on narrative and style. French critic Thierry Frémaux, Cannes’s festival director, noted that the event must adapt but vowed to maintain its core mission: showcasing exceptional films.
Social Media Perspectives
Some influencers countered that their platforms offer visibility to films that might otherwise go unnoticed, especially indie titles without large marketing budgets. Mumbai-based content creator Rhea Kapoor observed that festival reels and live streams drive global awareness. Joshi responded that while such outreach can be valuable, it should complement rather than replace traditional criticism and festival discourse.
The Role of Red Carpets
Joshi argued that the red carpet remains meaningful when it highlights collaborations, thematic premieres, and landmark anniversaries. She pointed to Cannes Classics, where restored films are screened for cinephiles, as an example of the festival’s commitment to heritage. “That is where cinema’s heart lies,” she said. “Not in 15-second clips.”
Looking Ahead
As Cannes concludes its 78th edition, Joshi’s comments have catalysed dialogue about the future of film festivals. Organisers are reportedly reviewing guest lists for next year, with an eye on reducing influencer allocations and increasing industry-focused events such as masterclasses and roundtables.
Conclusion
Pallavi Joshi’s critique underscores a broader debate on how prestigious film events navigate the tension between modern publicity and preserving cinematic tradition. Her call to honour the art form invites festival stakeholders to reaffirm their dedication to filmmakers and audiences who value cinema’s enduring impact.
