Airlines Get in on the Act With Film Festivals
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APEX Insight: Partnering with an international film festival gives an airline worldwide exposure, encourages patronage and demonstrates community involvement. In some cases, it also gives the airlines, and its passengers, access to the latest international films. Meanwhile, Air Canada is celebrating the tenth anniversary of its in-flight film festival, which generates exposure for emerging Canadian filmmakers.
What better way for airlines to access the latest and most innovative films and share them with their passengers than to get involved with the highly anticipated international film festival circuit? The airline industry is well rooted in these annual red carpet events as it plays a vital role in shuttling celebrities, producers, directors and fans around the world to be a part of them. Many airlines have formalized the partnership, becoming headline sponsors and official airlines for festivals.
The Cannes Film Festival, coming up next week, is one of the most celebrated and prestigious film festivals in the world. Held annually in Cannes, France, the festival previews movies from a variety of genres, uncovering the next great cinema classics. Air France is an official partner of the festival, boasting ‘the best cinema worldwide’ on board. In celebration of its 36-year partnership with Cannes Film Festival, Air France has introduced “Cinema to Go,” which allows passengers to finish watching movies at home on their personal devices. The initiative will be available on select flights during this year’s festival.
United Airlines’ MileagePlus passengers benefit from the airline’s partnership with Tribeca Film Festival in Manhattan, New York, by gaining access to exclusive film screenings. In 2014, United featured a variety of premier onboard entertainment curated by the festival.
Perhaps the only case where an airline is the creator of a film festival rather than a partner, the annual Air Canada enRoute Film Festival invites novice filmmakers to submit their work for the chance to be broadcast on Air Canada international flights. Other prizes include cash and an all-inclusive trip to the 2017 Berlin International Film Festival. The Air Canada enRoute Film Festival began in 2007 and generates exposure for Canadian filmmakers. Also supporting their homegrown filmmakers, American Airlines serves as the official airline for the Miami International Film Festival, and Emirates is a sponsor of the Dubai International Film Festival, promoting the leading film festival in the Middle East.
Film festivals bridge cultural divides, allowing emerging filmmakers to share pride and insight from their backgrounds, similar to the way airlines bond countries. From the red carpet to the airport runway, the relationship between airlines and film festivals has never been more entertaining.