The Cannes Film Festival may officially celebrate international cinema, but anyone who’s spent time on the Croisette knows it’s also where the entertainment, fashion, and media industries collide in the most high-stakes social circus of the year. From elegant red carpet premieres to high-powered yacht meetings, 2am villa parties to 9am market screenings, the Cannes experience is dizzying, divine, and often overwhelming—even for veterans.
So how does one survive—and thrive—during this ten-day sensory overload on the French Riviera? We turned to someone who knows the ropes (and the velvet ropes) better than most: Jane Owen, the British-Greek, New York born, Hollywood centric founder of Jane Owen Public Relations. A seasoned Cannes insider with over twenty festivals under her belt, Owen has guided talent, indie filmmakers, luxury brands, media personalities, seasoned veteran filmmakers and Newbies walking their first red carpet through the glamour and chaos with equal finesse.
“Cannes is a beautifully curated illusion,” Owen says knowingly. “It looks effortless on Instagram, but the truth is—it takes military-level planning, serious endurance, and a deep understanding of how the ecosystem works. If you want to be more than a spectator, you need to treat it like a mission.”
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Owen also suggests having a clearly defined goal for the festival. “Cannes is a mix of serious Film industry, fabulous fashion, the top one percenters showing off their wealth, great networking between almost every type of industry and then the party people who are just there for the champagne. It’s so easy to get distracted when you are bouncing from party to party you can end up at the end of the festival with a hangover and not much else to show for it. My suggestion is to have a key goal or two in mind – maybe it’s to get your photo in a magazine, maybe it’s to find a buyer for your film or an investor for your next project. Whatever the goal there are events that will make sense for that goal and ones that don’t. If you are there to meet film people don’t go to the fashion show etc. A good publicist will help you with strategy as well as access.”
Packing with Purpose
Let’s start with the basics: what’s in her suitcase? “Shoes you can actually walk in—plural,” she emphasizes. “One pair will give out on day three, guaranteed. You need a backup that still works for a black-tie look.” With so many hours spent on your feet, between the Croisette, red carpet queues, and endless networking cocktails, comfort is crucial.
And while fashion matters (this is Cannes, after all), Owen insists on packing smart. “For your daytime activities bring a couple of stunning looks that photograph well, and then pack versatile pieces that can be re-accessorized,” she advises. “You don’t need twenty outfits—you need five that can adapt. No one remembers if you wore the same dress twice to different meetings and daytime events if you wore it with confidence.” However when walking the red carpet you better be prepared to never wear that dress again and be sure to make a statement. “The Cannes red carpet is the biggest in the world, and you can’t just expect to get photographed because you have a ticket that says red carpet on it. The carpet is filled with people and you have to have the right gown and the right publicist to even get a single photo of yourself taken. It’s a huge opportunity and you don’t want to regret not taking advantage of it because it’s over in a heartbeat.”
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Essentials in her Cannes survival kit include a French power adapter (Type E), a fully charged portable phone battery, a mobile hotspot (“the WiFi at the hotels is unreliable”), a lightweight trench coat or shawl for late nights, and a glam-on-the-go kit with powder, breath mints, lip gloss, and a roll-on fragrance. “You won’t have time to go back to your hotel between a press call and a gala dinner, so you have to freshen up on the fly.”
The Schedule is Fiction—Leave Room for Serendipity
One of the biggest rookie mistakes, Owen warns, is over-planning. “You can’t schedule Cannes the way you’d schedule a business trip. If you book every hour of your day, you’ll miss the magic—the unexpected dinner invite, the spontaneous yacht screening, the chance meeting at the Martinez bar that turns into a deal. If you have the right publicist you will have your pick of events to go to so pick the ones that best suit your strategy for Cannes but don’t over extend, go in knowing you can’t go to everything and that is Ok”
Owen recommends anchoring your day with two or three key events—perhaps a market screening or meeting in the morning, a cocktail party or afternoon event during the daytime, and a red carpet in the evening—but leaving the rest flexible. “Cannes moves fast, and plans change constantly. Be ready to pivot.”
And yes, you will absolutely be running on fumes. “Sleep is a luxury. If you’re doing Cannes properly, you’ll be up early for interviews and still out at 2am at the Chopard party. Pace yourself, hydrate, and know when to go home.”
Access is Everything—and Publicists Hold the Keys
Here’s the truth no one likes to admit: if you don’t have a publicist, your Cannes experience will be limited.
“There’s this idea that just being in Cannes is enough,” Owen says. “It’s not. There are layers to the festival—official selections, market screenings, side events, brand activations, and countless private parties. If you don’t know where to go—or worse, how to get in—you’ll spend your week watching it all unfold from the outside.”
That’s where having a publicist comes in. “My job isn’t just to get clients press—it’s to get them into the room. I know which events matter, who’s hosting what, where the actual deals happen, and how to position a client so they’re invited. We don’t just help people be seen—we help them be remembered.”
From orchestrating red carpet arrivals to arranging last-minute photo calls, Owen and her team play Cannes like a chessboard. “We plan months in advance, but also react in real-time. If something goes viral, if a deal breaks, if a journalist shows up unexpectedly—we’re on it.”
The Unspoken Etiquette of Cannes
While the festival itself has clear rules, there’s also an entire layer of unofficial protocol that can make or break your reputation. “First rule? Don’t crash parties,” Owen says, firmly. “It’s tempting, but this is a small town during the festival. If you behave badly, it gets around. You’ll burn bridges without even realizing it.”
She also urges attendees to treat conversations with discretion. “Just because you’re having cocktails doesn’t mean it’s casual. You never know who’s listening, and loose talk can ruin relationships. As a very young publicist at a Cannes party in the early 2000’s I once got quoted in the Daily Mail because I was talking to a girlfriend about being out the night before with an A- list actor and I thought maybe he and his girlfriend had broken up. I had no idea I was being listened to and the next day it was front page news. Worst of all he HAD not broken up with her. It took a lot of working my contacts to get that story killed and I never made that mistake again”
And then there’s social media. “Yes, post. But post selectively. Cannes is about mystique. If you’re live-streaming every glass of rosé and selfie at the Eden-Roc, you’ll look like a tourist. Less is more. Be strategic with your social.”
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The Power of Presence
Above all, Owen believes that Cannes is a masterclass in presence. “You have to own your space. Whether you’re a first-time filmmaker or a global brand ambassador, walk into every room like you belong there. And be kind—this business is built on relationships. People remember who made them feel seen.”
Networking in Cannes isn’t about collecting business cards—it’s about creating moments. “I’ve seen deals happen over a shared umbrella in a rainstorm, or from a chat while waiting in line for coffee. Always be on. You’re not just representing your project—you’re representing yourself.”
One Last Piece of Advice?
“Bring your curiosity,” Owen says. “Cannes isn’t just about being seen—it’s about discovering something. A filmmaker you’ve never heard of. A conversation that shifts your thinking. A partnership you didn’t expect. If you go in with openness and a little strategy, it can be life- changing.”
And, she adds with a grin, “Don’t forget your sunglasses. They’re not just for the sun—they’re or the 9am interviews after a 2am afterparty.”
Cannes Survival Essentials According to Jane Owen
● Evening shoes that can survive a full 12 hours. Flats are the best. If can’t wear them with your dress take fold up ones in your purse
● A go-everywhere black dress and two re-styleable looks
● A portable phone charger and French power adapter
● Beauty-to-go kit (powder, fragrance, lip gloss, mints)
● Mobile hotspot (yes, seriously)
● A seasoned publicist who knows the terrain
Cannes is a lot of things: a festival, a marketplace, a playground for the world’s most powerful creative minds. But with the right guidance, it’s also a golden opportunity. “It’s not about chasing the spotlight,” Jane Owen says. “It’s about showing up with purpose, with presence, and with people who know how to amplify your story. That’s what Cannes is really about.”
Presented by: APG.
