Thanks to the New Zealand Film Commission, I was fortunate to attend the Cannes Film Festival 2018 where hopes and dreams are realized or not, and was reminded of where we Kiwis sit in the global film industry with our 5 – 15 films each year—somewhere towards the back unless someone has been good enough to put themselves in the front row.

The film industry remains dominated by two territories—North America and Europe. In 2016, 2,123 feature films were produced in Europe alone, in the US 789, while the total worldwide for that year for the top 10 markets was approximately 7,973. India with its massive output including Bollywood films tops the list with 1,903. China is clearly a major player now, too, with 944 films, but it is still grappling with how to be most effective with its money and create films with international appeal.

Although Europe is a conglomeration of cultures, in fact in film they have a shared sensibility. European films dominated European sales agents’ catalogues at Cannes, although films from South America, Africa, and the Middle East vie for space as Europe looks to other territories for the next great filmmakers. Saudi Arabia has recently thrown its film doors open and both the commercial and cultural film sectors are queuing to get in.

It’s this attraction for the new that’s possibly one reason New Zealand has been thrust aside at Cannes. In many respects we’ve already had our time in the Cote D’Azur sun. Vincent Ward, Jane Campion and a couple of others preceded Christine Jeffs with Rain, which was the last NZ film selected for Cannes in 2001. A more likely reason is that we just haven’t had a filmmaker and film with Cannes appeal. That doesn’t stop us from trying, though.

Each year thousands of films including those from NZ seek selection at Cannes. It’s hard to get in and when films do, the filmmakers, their film bodies or investors, and their sales agents celebrate. Director’s Fortnight, International Critics Week, Un Certain Regard and the most prestigious of all, Official Competition, are the sought after sections. Repeaters who are Cannes darlings often dominate official competition. This year it was Japanese director Hirokazu Kore-eda’s turn to take the top prize, the Palme d’Or, with his seventh Cannes selection.

While we all dream of a film in competition, what most Kiwi filmmakers attending Cannes are doing there is hoping to secure international sales and distribution for films that have yet to be made. A fantastic script, unknown but talented director, internationally renowned cast, commerciality, festival potential—all or a combinations of these things are what sales agents are after.

Some seek films that are bright, full of hope, comedic, or genre, and exhibiting clear commercial potential. Others are attracted to the darker side, the auteur vision, the arthouse film that could break out, although it’s definitely harder to find sales agents for such films these days even though it’s what many Europeans are still making.

We are in a sub-category of our own at Cannes, like our Australians and Canadians colleagues, with our English language peculiarities that are neither definitively US indie or European arthouse. UK sales agents although part of the European makeup are obviously more friendly to English language films, but certainly are more driven by commerciality than their European counterparts. The same for those from the US.

Elevated genre is one way for us to break out, whether it’s horror, drama or thriller, but you can’t go past a great script whatever type of film you are pitching. It’s a matter then of finding a sales agent who loves the script as much as you do. But you’ve got to get them to read it first. To do that you and your project will be put through the wringer, sometimes gently sometimes not, to see if it meets that particular sales agent’s yardstick. And the yardsticks do differ.

One key ingredient that gets films made and into the market it seems to me is passion—The passion of the writer, director and producer that’s going to see them go the hard yards across many years to get their film up. And the passion that the sales agent and distributor must have to take a film on—it’s a tough environment for them these days and you hear of as many bankruptcies or close downs as you do successes. One sales agent I know told me that from Berlin in February to Cannes in May this year, he knew of four sales agents that went bust.

Filmmaking ultimately though is about hopes and dreams, whether it’s arthouse, tent pole or something in between. Every filmmaker understands this no matter what genre or budget they are working with. The big question we all confront sooner or later is whether our hopes and dreams can be realized or they just remain pie in the sky. And Cannes can help you find the answer while delivering the spectacle that makes it the most glamorous film festival around.

I highly recommend that anyone who wants to make a film go to Cannes. It’s fun, sobering, hard work, overwhelming, and it will break you out of that isolationist world that we all mostly operate in. And I suggest you go soon. If Cannes doesn’t adapt to the changing screen world, it could end up as just a fond memory of what it used to be.

Tui Ruwhiu
Executive Director

Last updated on 8 June 2018