Plus, the Cannes Film Festival achieved record-breaking figures in its latest edition.
Among the most reputable film events in the world, the Cannes Film Festival is arguably the most bankable and fashion-forward of its kind. Bringing together the film, fashion and entertainment industry, this year the two-week event recorded never-before-seen Media Impact figures, says data company Launchmetrics.
Replicating the dynamics seen at major entertainment events and international Fashion Weeks, Asian stars emerged as the top Media Impact Value-generating personalities thanks to a combination of the festival’s high-visibility and brand partnerships that resonate with audiences worldwide.
Cannes Reaches Record Figures
Boasting an extensive lineup of lucrative partnerships, the Cannes Film Festival has become a top-tier destination for luxury promotion. Thanks to partners such as Kering, Chopard, L’Oréal, BMW, Nespresso, among others, the festival extends far beyond film industry opportunities, offering networking, immersive experiences and, most notably, A-plus fashion moments on the red carpets through VIP guests.
In its latest edition, the Cannes Film Festival’s action-packed schedule generated $1.4 billion in Media Impact Value (MIV) between May 10 and 25. (MIV is Launchmetrics’ proprietary machine algorithm benchmarking brand activity impact and marketing performance by assigning monetary value to every post, interaction or article, on the basis of audience engagement, industry relevance, source authority and content quality.)
According to Launchmetrics, the event received worldwide attention, with regions such as the United States, France, India and Saudi Arabia dominating tallies. As the host country, France, in particular, cashed in $462.8 million in MIV. Meanwhile, India-generated content tapped $248.8 million in MIV.
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As for the key voices, media once again emerged as the strongest driver of Cannes-related content, garnering 74% of the event’s MIV. Official Cannes press partner, Brut, topped the Media Voice ranking, authoring $63.1 million. Other notable media outlets included Gala, Sayidaty, Paris Match and Vogue France.
The celebrity voice ranking (based on direct social media performance) was dominated by a list of influential Asian stars. Singer and actor Rebecca Patricia Armstrong, a L‘Oréal ambassador and recurrent face at La Croisette since 2024, generated $7.2 million in MIV. No stranger to Media Impact Value rankings, the Thai-British star was also the top celebrity in terms of value-per-placement. The Cannes-related content posted to her social media authored on average $1 million MIV per post.
Fellow Thai celebrity and L’Oréal ambassador Gemini Norawit took second place with $4.48 million in MIV. The actor, who also serves as a Chanel brand ambassador, attended his first Cannes Film Festival and made his red carpet debut at the screening of Guillaume Canet’s film, Karma.
Award-winning actress, producer, and entrepreneur Alia Bhatt, another notable name in the L’Oréal roster, rounded out the top 3. Thanks to her various appearances at the red carpet and parallel events, Bhatt was responsible for $4.44 million in MIV.
Miss Universe India 2015 titleholder Urvashi Rautela, who attended the festival for the fifth consecutive year, cashed in $4.1 million in MIV, while Miss Universe 2015 Pia Alonzo Wurtzbach-Jauncey accrued $3.1 million in MIV.
The Brands Who Won Cannes
As one of the world’s biggest stages for luxury, Cannes brought the spotlight on brands across the style spectrum, from fashion and jewelry to accessories and beauty. Official partners L’Oréal and Chopard, which provided makeup and jewelry to a multitude of VIPs including the festival’s jury, film casts and guests, topped the top-performing brand list.
With more than 4.1K placements (posts, articles, blog entries, etc.), beauty giant L’Oréal generated more than $90 million in MIV. L’Oréal has been an official partner of Festival de Cannes for 29 years and serves as its official makeup brand. Every year, the luxury conglomerate celebrates the festival by highlighting women in cinema with the Lights on Women’s Worth Award and inviting a slew of high-profile names to represent them on the red carpet. Their ambassador lineup includes Eva Longoria, Jane Fonda, Aja Naomi King, Alia Bhatt, Becky Armstrong, Gillian Anderson, Gemini and Tian Xu Ning, to name just a few.
On the other hand, luxury jeweller Chopard, which sponsors the festival’s coveted awards, including the Palme D’Or, refines the looks of selected VIPs with exclusive jewelry pieces. The brand unveils its Red Carpet Collection: Haute Joaillerie during the festival and celebrates promising actors with the Trophée Chopard. In this year’s edition, Chopard gathered $61 million through 6.3K placements.
Fashion brands such as Chanel, Dior, Gucci and Prada dominated the fashion brand ranking, each garnering numbers that surpassed $16 million in MIV. Jewelry brands Chopard, Messika, Boucheron, Chaumet and Hassanzadeh completed the jewelry brand top five.
For a deeper dive into the Launchmetrics’ algorithm and data, see the full report here.
