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222<br />
palme d’or<br />
and the red Carpet<br />
By susanna tanzi<br />
It is generally agreed that this year’s festival has seen quality cinema and great<br />
success for the big screen. But how much is involvement in the Venice Film<br />
Festival worth for sponsors and brands? Certainly, in image terms, this 70th year<br />
of the Festival has been a business success. For its stars...<br />
how much is involvement worth in the Venice<br />
Film Festival - the key event in the biennial which<br />
attracts cinema lovers, fans and, above all lots of<br />
international film stars whose boats land on the<br />
lido to a wealth of paparazzi flashes and focused<br />
lenses -? For the brands who supported this 70th<br />
year of the event, a great deal of visibility and prestige.<br />
it is a brand awareness operation which sees<br />
the financial investment of the companies present<br />
multiply every year and which gives visibility both<br />
in italy and abroad to the work of those who have<br />
expended time and energy on the most important<br />
cultural and fashion events of the italian summer<br />
season. opening the dance - or rather the screenings<br />
- was the traditional cocktail with Ferrari fizz<br />
on the beautiful terrace of the hotel danieli with<br />
a view of san Marco and the grand Canal. in part-<br />
nership with the Variety magazine, the glamour<br />
event par excellence, was la notte dei dreamers<br />
which hosted the president of the Festival’s jury,<br />
bernardo bertolucci, the evening’s guest of honour,<br />
with great affection and enthusiasm. skies<br />
the colour of Canaletto’s paintings, with lightning<br />
in the background, made the location even<br />
more scenic. once again in a super high security<br />
danieli, 250 guests brought an important event<br />
to life and put the seal to ever increasing agreements<br />
and co-productions between the west and<br />
China - the presentation of the next beijing Film<br />
Festival. another night, another exclusive terrace<br />
for Maserati, the event’s main sponsor in its most<br />
glamorous venue with a splendid view of the sea<br />
and the excelsior beaches. off the red carpet, after<br />
travelling along the whole seafront in Maserati’s<br />
Bespoke’s 7<br />
unmissaBle films...<br />
• Gravity by alFonso CUàron<br />
with george Clooney and sandra<br />
bUlloCk. starry and speCtaCUlar,<br />
the right aMoUnt oF irony<br />
and an aMeriCan soUl.<br />
• tracKs by john CUrran.<br />
poetiC and libertarian, Very 1970s,<br />
the story oF a girl who Crosses<br />
the aUstralian desert with FoUr<br />
CaMels and a dog.<br />
• suMMer 82 when zappa CaMe<br />
to siCily by salVo CUCCia.<br />
a re-eVoCation italian style<br />
oF a legendary toUr that<br />
the direCtor didn’t Manage<br />
to get to in tiMe.<br />
• philoMena by stephen Frears.<br />
aFter 50 years a Mother goes<br />
to look For a son who was taken<br />
FroM her at birth by a heartless<br />
nUn in an orphanage in ireland.<br />
MagniFiCent, Very british sCript.<br />
• locKe by steVen knight.<br />
the star is exCellent, Cold<br />
blooded and Chilli hot,<br />
talking on his Mobile phone<br />
For the whole FilM, in the Car,<br />
to resolVe diFFiCUlt personal<br />
and proFessional issUes.<br />
• still life by Uberto pasolini.<br />
exCellent exerCise in style<br />
in whiCh FUnerals are a Metaphor<br />
For solitUde.<br />
• razreDni sovrazniK (class<br />
eneMy) by rok biCek.<br />
Very interesting and well<br />
aCted sloVenian FilM,<br />
the longest standing oVation<br />
to the the yoUng aCtors present.<br />
… and 3 to avoid<br />
• MoeBius by kiM ki-dUk.<br />
exaggerately splatter,<br />
it adds nothing to the FilM<br />
Career oF the (oVer) FaMoUs<br />
korean direCtor.<br />
• Die frau Des poliKzisten<br />
by philip groning.<br />
alMost three sleep-indUCing<br />
hoUrs oF gerMan FilM diVided<br />
Up into 50 Mini Chapters<br />
For a prediCtable ending.<br />
• the canyons by paUl sChrader.<br />
pointless para-hollywood<br />
exerCise on the oVer analysed<br />
ViCes oF a Certain Cross-atlantiC<br />
star systeM.<br />
223