Report: Inside the American Pavilion
- Dirk Vandereyken
- Jun 4, 2024
- 7 min read
Updated: May 5
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The American Pavilion – not to be confused with the U.S. Pavilion, which is located elsewhere in the International Village – sits just a stone’s throw from the Palais des Festivals. Beyond workshops, Wi-Fi, and a beachfront terrace, AmPav also offers a full bar serving food (prepared by culinary students) and drinks.
From mini-burgers and coleslaw to freshly made baguettes and a daily cocktail special, you won’t even need to leave the tent to grab a decent meal.
Thanks to sponsors like a renowned wine producer and a brewery, the receptions offer even more treats – a rarity among pavilions, which usually only serve basic snacks during such events.
If you’d rather not go through security checks repeatedly, you’re better off spending a few euros at AmPav or at the Palais cafeteria. And if you're tired of the free Nespresso in the main building, members of the pavilion can enjoy Anne Caron espresso – a signature blend with rich brioche aromas.
Copies of Variety and The Hollywood Reporter lie scattered around, adding to the ambiance.
A lively atmosphere and enough food aren’t the only reasons so many accredited guests make their way to the American Pavilion – there’s plenty going on...
De Mission of AmPav
While the Cannes Film Festival celebrates its 78th edition, the American Pavilion held its first only in 1989.
Since then, AmPav has served as a hub for American film professionals, although in practice it attracts a diverse international crowd, drawn by its dynamic programming. Daily Industry in Focus panels, celebrity In Conversation interviews, networking mixers, and parties are all part of the mix. The renowned Emerging Filmmaker Showcase highlights new talent, and the intensive Cannes Film & Business Student Program offers aspiring filmmakers the chance to learn the ropes and make connections – often while helping out at the reception or behind the bar. Initiatives like these are made possible by partners such as American Express, Coca-Cola, and industry organizations like SAGindie.
By day, the focus is on panels and lectures. But when it’s time to party, AmPav does it in style. Last year, we stayed late to enjoy jazzy covers by the French-American duo La Méchante et le Connard – and they’re back again this year for the Opening Cocktail on May 17.
To celebrate Greta Gerwig being the first American woman to preside over the Cannes jury, a light-hearted Barbie costume contest is being held, sponsored by the Italian wine label Cielo Pinot Grigio Rosé. Unfortunately, we’re just a bit too late for the always-fun Karaoke Night, hosted by SAGindie.
A Louisiana-themed lunch – sponsored by Louisiana Tourism and Louisiana Entertainment – features a jazz band flown in for a truly authentic musical experience.
During the 'Heart of the Peach' brunch, sponsored by Fulton Films, we learn more about Georgia’s booming film industry. Another crowd-pleaser: Tasveer Matchmaking: Find Your Funds, a networking event organized by the Tasveer Film Festival, which is preparing to launch the world’s first international South Asian film market.
Spotlight on New Talent: Emerging Filmmaker Showcase 2024
This year marks the 27th edition of the Emerging Filmmaker Showcase, presented by Gold House. In AmPav’s private screening room, we gather to watch the best short films by carefully selected up-and-coming filmmakers. The showcase features 36 shorts divided into four categories: student films, general emerging talent, LGBTQ+ films, and a special alumni selection. It’s more than just a competition – it’s a platform for young filmmakers to show their skills to experienced professionals.
The selection is impressively diverse, ranging from a moving American virtual production film about a refugee inspired by the myth of Daedalus (incidentally also the name of the tabletop roleplaying store in Brussels I frequented often as a budding 12-year-old RPG fan), to animation, a queer musical, and even a tragicomedy from Panama.
Notably, many international entries made the cut, and over half of the films were directed by women – clear evidence of a genuine effort toward inclusivity.
Winners are selected by a jury of managers, producers, and a team from Gold House.
The inaugural Gold House Cultural Impact Award goes to Jumai Yusuf for her multicultural animated short Nate & John, while the Jury Award for Best LGBTQ+ Film is awarded to El Paisa by Daniel Eduvijes Carrera.
Under the Blue by Linda Ludwig & James Curle takes home the award for Best Film in the General Showcase, Spear. Spatula. Submarine. by Shannon Morrall wins Best Documentary, Ojue by Fernando Alberto Broce is named Best Student Film, and SAR: Search and Rescue by Tristan Owen wins Best Student Documentary.
A week after the Cannes screenings, the winning films are shown again at the American Library in Paris – a lovely bonus for the winners and added motivation for aspiring participants.
Rainbow Vibes: Queer Night on May 21
As already mentioned, inclusivity is a major value at the American Pavilion – and nothing highlights that more than the iconic Queer Night, traditionally held after the first festival weekend. Though AmPav and its beachfront fill up quickly, anyone with a festival or market badge is welcome – creating a vibrant crowd of all identities and orientations.
For one night, AmPav transforms into an open-air club bathed in rainbow lights and disco vibes. We hear plenty of pop classics, and the dance floor is a mix of young filmmakers, students, seasoned critics, and veterans who’ve been attending Cannes for decades – thanks in part to AmPav’s Special Events Manager Laurent-Armand Lachance, who’s been involved for over 20 years.
The most iconic song of the night? Vogue by Madonna, of course. What else?
Conversations with the Stars: Panels and Talks
While Queer Night is just one of the Pavilion’s lively events, its core focus remains film-related conversations. Throughout the festival, AmPav hosts numerous Industry in Focus panels and In Conversation sessions featuring big names from the industry.
Chaz Ebert, widow of legendary film critic Roger Ebert, moderates the Purpose-Driven Filmmaking: Empathy and the Movies panel. Darrien Gipson (Director of SAGindie), Jacqueline Coley (Awards Editor at Rotten Tomatoes), and Professor Eric Pierson discuss making films with meaning and purpose.
Naturally, topics like diversity behind and in front of the camera, the effect of streaming platforms, and the decline of socially driven production houses like Participant Media are discussed. The takeaway: empathy in cinema resonates more deeply than even the most dazzling special effects.
Afterward, Chaz Ebert stays for a signing session of her new book, It’s Time to Give a FECK: Elevating Humanity through Forgiveness, Empathy, Compassion and Kindness.
AmPav wouldn’t be AmPav without a celebrity appearance or two. This year, Demi Moore is on hand to present The Substance, one of the most talked-about films of the festival.
During a candid Q&A, Moore reflects on how Hollywood has changed since the ’90s, how social media has transformed stardom, and how she’s evolved as a producer and actress. “The circle is complete,” she says, referring not just to her own journey, but also to her return to Cannes for the first time in 27 years to present the Chopard Trophy to rising stars and host the lavish amfAR Gala for AIDS research.
The thunderous applause at the end of her talk says it all.
Demi Moore isn’t the only star to grace the pavilion – Billy Zane also stops by to share stories from his career, from his nerve-wracking audition for James Cameron (which he says left him “sweating off set”) to his latest directing project, Waltzing with Brando, in which he portrays Marlon Brando himself.
Diane Kruger, known for her standout role in Inglourious Basterds, joins another panel to talk about boundary-crossing behavior in the industry.
And then there’s the legendary Frederick Wiseman – now 94 – who appears in person to discuss his documentary methods, including how he quietly observes institutions for weeks to capture authentic human interaction.
Unfortunately, even with a team of three, we weren’t able to attend everything.
We had to skip Reel Change: The Bright Future of Social Impact Film Financing, where Robert Rippberger (co-founder of the Social Impact Entertainment Society) explains why socially driven films – like Avatar – tend to outperform others in box office returns.
The students involved in the Cannes Film & Business Student Program report being well taken care of and benefit from exclusive roundtables. They get to meet and mingle with potential future collaborators, from a Law & Order: SVU writer to Netflix executives and reps from TIFF (Toronto International Film Festival).
Their blog entries are well worth reading – often full of inspiration. For many, AmPav marks the first step toward a career in film. And while that’s true of many Cannes events, the caliber of people passing through AmPav remains unmatched.
The Bottom Line?
If you’re already accredited at the Cannes Film Festival, the extra fee for AmPav membership is more than worth it. Highly recommended.
Some of the sponsors and partners behind the 2024 American Pavilion:
Gold House, SAGindieInternational Documentary Association, Write Brothers, Screening Services Group, Simple DCP, Anne Caron Coffee, Stage 32, American Express, VarietyThe Hollywood Reporter, Fjör Skincare, PUR Company Inc., Secrid, ALOHA, Léa Linster
More info: www.ampav.com
Text: Dirk Vandereyken, Paula van Unen
Photos: Marian Michiels, American Pavilion
Partners & Sponsors 2024 (selectie): Gold House, SAGindie, International Documentary Association, Write Brothers, Screening Services Group, Simple DCP, Anne Caron Coffee, Stage 32, American Express, Variety, The Hollywood Reporter, Fjör skincare, PUR Company Inc., Secrid, ALOHA, Léa Linster
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