Indiana Jones in Cannes
back-to-back parties, the tough business reality sees relentless promotion as films are brought to market by global distributors and producers.
On Sunday, the promotional whirl came to a head with the international premiere of Indiana Jones and the Kingdom of the Crystal Skull.
The thronged Croisette at Cannes is a thoroughfare of diversity, celebrating both auteur films and commercial giants like Indiana Jones. Critical mutterings of discontent were dispelled by applauding fans who jostled at the afternoon screening which preceded the official cast and crew premiere on Sunday night.
Of course the collective thumbs-up of fans is what concerns the studio, Paramount Pictures, which earmarked a $130 million budget for promotion. Paramount can take comfort in the mixed critical reception of Da Vinci Code which was roundly panned only to pull in around $800 million dollars global. The Indiana Jones pedigree is no slouch either and the franchise has reputedly grossed over a billion dollars.
It's fitting that the Cannes Film Festival is now 61. It was joined by those other 60-somethings, Harrison Ford (65) and his co-conspirators, director Steven Spielberg (61) and producer George Lucas (64).
Unsurprisingly the attention was stolen by Harrison Ford’s distinctly younger and shapelier co-star, Cate Blanchett (left), who plays the film's villainess, Irina Spalko.
Shia Labeouf plays Mutt Williams, the star's ally in the Kingdom of the Crystal Skull. Ford reprises the role which he has played over a near 30-year cycle and he was accompanied down the red carpet by his partner Calista Flockhart of Ally McBeal fame.
Cast members Jim Broadbent, John Hurt and Karen Allen also attended the premiere. Other celeb attendees included Goldie Hawn, Dennis Hopper, Salma Hayek, Jimmy Choo's Tamara Mellon and partner Christian Slater.
At the film's press conference , Harrison Ford reflected with sentimentality over the 19 years since reprising his role after Indiana Jones and the Last Crusade.
He also honoured Karen Allen, who returns as heroine Marion Ravenwood. (Above) The party venue
"It was a life changing experience making the first movie," he said. "The putting on of the costume reminded me of all the good times. They all come flooding back. The last couple of days they have been moments where I have been overwhelmed by unlikely nostalgia. Especially being with Karen again brought back a lot of memories. It was probably the most significant professional moment in my life."
Neither was Ford too worried about the prospect of criticism. "I'm not afraid at all," he insisted. "I expect to have the whip taken to me. It's not unusual for something that's popular to be disdained by some people. I actually expect it."
Lucas, Ford and Spielberg at the Cannes press call
The 20 films in the official selection include Clint Eastwood's Changeling, Atom Egoyan's Adoration, Wim Wenders's Palermo Shootings and Jean-Pierre and Luc Dardenne's Lorna's Silence. Brillante Mendoza's Serbis, is notable as the first Filipino film in this exalted company since 1984. 
At the afterparty - Paramount CEO Brad Grey, Lucas, Spielberg & Blanchett
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