Cannes, Côte d’Azur and BMW: a camera-ready cast

5 min reading time
Movies have a magical power – they always manage to whisk us off to other worlds. Once a year, the Cannes International Film Festival turns that same screen magic into reality, transforming the city on the Côte d’Azur into an inspiring backdrop of art-packed glamor. A new face, with its gaze fixed firmly on the future, is mingling with all those international celebrities in Cannes for the 75th edition of the event. For the first time, BMW is playing a leading role by supplying a large number of electrified vehicles for the official festival fleet, proving that luxury and glamor can also be sustainable.

17 May 2022

Activate push notifications

Innovative mobility, exciting trends for the future and high RPMs: Subscribe now to get notified of new content.

Subscription successful.

Subscription failed. If you need help follow the link for support.

More so than pretty much any other film festival, the Cannes International Film Festival represents glamor extending far beyond the limits of the movie world. It is one of the most important events of its kind, and this year, it’s celebrating 75 years. Prominent names have always rubbed shoulders with exciting newcomers here. Cannes is where the world of movie making comes together not only to celebrate the best movies, but also to exchange ideas and maybe even launch the next big creative coup. And the whole world cheers along.

The festival is a mixture of deep-rooted tradition – just think of the iconic “Palais des Festivals et des Congrès” staircase with its red carpet – and the thoroughly modern, which all the films shown bring with them. “Totally stylish works shown in a grand hall with 2,300 spectators, every one of them in tuxedos or evening gowns – this mix of tradition and modernity epitomizes the magic of Cannes,” says Samuel Faure, who is in charge of partnerships at the Cannes International Film Festival.

The legendary “Palais des Festivals et des Congrès” staircase with its many meters of red carpet.

Tradition meets modern

Fully committed to artistic excellence, the festival strives to continuously reinvent itself without losing sight of its heritage as one of the most exclusive film events. In addition to the diversity that the films bring from all continents and projects that specifically give young people space to critically challenge topics, the festival is continuously establishing ways of achieving more sustainability in all areas.

This includes selected partnerships and collaborations. For example, movie lovers from all over the world can participate in the event digitally via social media platforms. And the new partnership with the BMW Group provides a sustainable electric car fleet. This reduces emissions without making festival guests sacrifice style and luxury when traveling in the coastal city (➜ Read also: Sustainable road trip with the BMW iX). This is how the BMW Group supports the festival’s commitment to the environment while showcasing innovation, electrification, and sustainability by example.

The Cannes glamor goes far beyond the limits of the film world when the Palme d’Or is awarded once a year on the Côte d’Azur.
Electricity consumption: 19,6 - 18,4 kWh/100km (WLTP)
Electric range: 590 – 625 km (WLTP)
(All figures are preliminary values)    

Bringing innovative ideas to life

For the first time, the BMW Group is an official partner of the Cannes International Film Festival, bringing with it a fleet of 163 electrified vehicles. Alongside the BMW iX, BMW i4 and BMW iX3, the new all-electric BMW i7 will make its first live appearance at Cannes since its world premiere. Like no other of its BMW vehicle predecessors, it represents a brand-new understanding of luxury car that includes the needs and well-being of the occupants as well as advanced digitalization and sustainability along the entire value chain (➜ Read also: Focus on circular economy).

A special feature of the BMW i7 is the BMW Theater Screen, which extends out of the headliner and transforms the second row of seats into a movie theater with its 31.3-inch panoramic display. This lets the cineastes of Cannes celebrate their own personal movie theater moment as they wind their way through the festival city, enjoying the in-car entertainment of the future.

Idyll meets luxury. Every year, the film world comes together in Cannes on the Côte d'Azur – and this time, BMW is right there with them.

“The film festival and the BMW i7 with its large theater screen complement each other perfectly, especially since our involvement in the film business has a long tradition,” says Jens Thiemer, Senior Vice President Customer & Brand at BMW AG, talking about the new partnership, which he sees in a larger context. “Bringing more sustainability to the festival through our electric fleet is a matter we take very seriously. After all, the BMW Group’s strategy particularly focuses on bringing innovative ideas to life that have a positive impact on the future. We call this Forwardism – the art of seeing tomorrow today.”

True to the Forwardism concept, the BMW i7 reflects the drive of all those who consider progressiveness their most natural state and who want to consciously shape the future. Forwardism above all describes the delight of seeing the future before it is created and thus fits perfectly into the inspiring world of the Cannes Film Festival.

Camera-ready partners

The organizers of the festival share that view. Speaking about the partnership with BMW, Faure says, “It mirrors the direction in which the Cannes International Film Festival aspires to evolve in order to meet its responsibility towards environmental challenges. BMW is an iconic brand, very prominent in many movies, symbolizing elegance, performance and luxury, while being one of the pioneers of electrification. We have seen a strong demand for electric cars during the festival in recent years, and we have finally found a partner in BMW who can meet this.”

There can be no doubt at all that BMW models feel totally at home on the red carpet. They have appeared in more than 30,000 movies and documentaries over the years. In addition to agent thrillers and blockbusters (➜ Read also: Two stars of Munich in Hollywood) they have given thrilling performances as stunt cars (➜ Read also: Film stunts: BMW in the starring role). And so the stage is set for the next grand entrance by BMW.

Glam in Cannes:

Photographer Greg Williams and the BMW i7

The BMW i7 is a guarantee for cinematic moments on the promenade – here staged by star photographer Greg Williams. The Englishman is one of the most renowned and best-known photographers in the entertainment industry. Among other things, Williams has been an official James Bond photographer for over 20 years. His name and his snapshots are synonymous with authentic glamour – fitting for the Festival de Cannes. Against the inspiring backdrop of artful glamour on the Côte d'Azur, his latest work for BMW saw him capture celebrities like Caroline Daur and Simone Ashley, together with the BMW i7.


This article is part of our THIS IS FORWARDISM series. These are stories for and about everyone who wants to consciously shape the future. For everyone who thinks of tomorrow and tirelessly strives for more, enriching not only themselves, but also those around them. For everyone who considers progressiveness as their most natural state. Forwardism is the delight of seeing and feeling the future before it is created and constantly challenging conventions in order to have the best possible experiences in life. Because only the people who challenge the conventions of today will fully experience a sense of lasting delight in the future.

Photos: BMW, Christophe Bouillon/FDC, Getty Images/AFP, Eliott Chalier/FDC, Guillaume Thierry/FDC; Collages: Carolin Wabra