The question isn unfair India really does seem to light up more for the red carpet at Cannes Film Festival than for many of the films screening there. But that obsession has deeper cultural and industry reasons behind it.
First, visibility drives attention. A film screening at Cannes is often limited to critics, industry insiders, and niche audiences. But a red carpet appearance by someone like Aishwarya Rai Bachchan or Alia Bhatt is instantly viral. It’s visual, glamorous, and easily digestible. In a social media age dominated by Instagram reels and short-form video, a gown or a look spreads faster than a film review ever will.
Second, there’s the aspirational factor. India has a long-standing fascination with global validation. When Indian celebrities walk at Cannes, it feels like the country is being represented on an international stage. Even if the films themselves don’t always win big, the presence of Indian stars gives audiences a sense of pride and participation in a global cultural moment.
Third, Bollywood’s own ecosystem plays a role. The industry is heavily celebrity-driven. Personalities often overshadow content. Media coverage naturally follows where the clicks are—and fashion, styling, and appearances generate far more engagement than discussions about cinematography, screenplay, or direction. A red carpet look can trend for days; a critically acclaimed indie film might barely trend for hours.
There’s also a gap in film culture. While India produces one of the largest numbers of films in the world, mainstream audiences are still more tuned to entertainment than film appreciation as an art form. Festivals like Cannes celebrate storytelling craft, experimental cinema, and global narratives—areas that don’t always align with mass-market tastes back home.
Another important factor is accessibility. You can instantly see photos and videos from the red carpet. But most Cannes films aren immediately available in Indian theatres or OTT platforms. So audiences engage with what they can access and that fashion, not film.
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That said, this trend is slowly evolving. With the rise of OTT platforms and growing awareness of international cinema, more Indian viewers are beginning to care about the films themselves directors, awards, and storytelling. But for now, glamour still wins over substance in the attention economy.
So the obsession isn’t just about superficiality it about visibility, accessibility, aspiration, and how media and audiences are wired today.
