Cartier Joins the Sponsors of the Venice Film Festival

Along with lavish screenings of new movies starring Oscar winners like Penélope Cruz and Olivia Colman, the 2021 Venice Film Festival will characteristic a distinct kind of premiere: the debut of Cartier as a brand new major sponsor.

The competition “has elegance. It has exclusivity. It has glamour,” mentioned Arnaud Carrez, Cartier’s chief advertising officer. “And that’s exactly what we want to build on.”

As half of a three-year settlement, the competition, scheduled to start on Sept. 1, will current the Cartier Glory to the Filmmaker Award yearly. This yr’s recipient, chosen by the competition director Alberto Barbera, can be Ridley Scott, whose new movie, “The Last Duel,” is scheduled to be proven at the competition on Sept. 10. (The award is to be offered instantly earlier than the movie’s screening.)

The trophy — which can characteristic a panther, one of the home’s recurring motifs — is being made at the Cartier Creation Studio in Paris.

Neither Cartier nor the competition would element the monetary elements of the relationship, however movie festivals can generate hundreds of thousands of dollars from sponsorships, that are usually supplied on a spread of ranges. There are two different new competition sponsors this yr, each in much less distinguished tiers than Cartier: Repower, a Swiss power firm, and the Chinese electronics model Xiaomi.

For luxurious manufacturers like Cartier, selecting occasions and firms for partnerships can take some care. “The brand values need to be in line with the kind of art or the kind of activity they are sponsoring,” mentioned Federica Levato, a Milan-based accomplice for Bain & Company.

And, she mentioned, customers anticipate synergy in sponsorships. “If a brand is sponsoring an event with no link between the brand and the event, the customer will find it strange,” she mentioned. (Last yr, the competition had 4 major sponsors; three returning are Armani magnificence, Campari and Mastercard.)

Roberto Cicutto, president of La Biennale di Venezia, which oversees the competition and different cultural occasions in the metropolis, wrote in an electronic mail that Cartier match effectively as a sponsor as a result of it had “the ability to best interpret a collaboration with a cultural institution.”

Cartier has partnered with cinema-focused occasions earlier than — like the Deauville American Film Festival, the French occasion it sponsored from 2005 by way of 2014 — in addition to quite a few artwork exhibitions by way of the Fondation Cartier, together with present exhibits in Milan and Paris. “Art and culture have always been intimately intertwined with the history of Cartier,” Mr. Carrez mentioned.