Paramount builds Bronson Gate replica at Mipcom in Cannes
- Paramount Pictures has installed an exact 90-percent scale replica of its iconic Bronson Gate at Le Palais des Festivals in Cannes for the annual Mipcom international content marketplace,...
- Lisa Lasarenko, Paramount’s senior vice president for marketing and creative services who oversaw the build, said the studio wanted to deliver a distinct experience.
- The physical build required U.K.-based design agency Glow Studios approximately three weeks to manufacture and ship.
Paramount Pictures has installed an exact 90-percent scale replica of its iconic Bronson Gate at Le Palais des Festivals in Cannes for the annual Mipcom international content marketplace, variety.com reported. The modeled arch stands between the conference center and the French Riviera at the entrance to the studio’s 6,000-square-foot exhibition tent, drawing heavy foot traffic and social media selfies from attendees.
Bronson Gate Replica Anchors Paramount Exhibition Stand in Cannes
Lisa Lasarenko, Paramount’s senior vice president for marketing and creative services who oversaw the build, said the studio wanted to deliver a distinct experience. We’ve had a lot of comments, a lot of what looks like selfies — people taking photos in front of the gate, because it’s a little bit of Hollywood in Cannes,
Lasarenko said, as reported by variety.com.
The physical build required U.K.-based design agency Glow Studios approximately three weeks to manufacture and ship. Glow founder James Schnauer flew to Los Angeles to photograph the original arch and reverse-engineer its intricate filigrees into a 3D-printed model utilizing concealed aluminum and wood scaffolding. Flanking the structure are trompe l’oeil prints of Paramount soundstages promoting titles such as The Angry Birds Movie 3, Ebenezer led by Johnny Depp, and NCIS: New York.
Eco-Friendly Banijay Chalet and Baywatch Beachhouse Rival Hollywood Arch
Nearby exhibition stands at the market, which runs from October 12 to October 15, highlight contrasting marketing approaches among major international players. Banijay Entertainment returned with its two-story, flat-packed wooden chalet positioned directly in front of the Palais on the Croisette, maintaining a design first unveiled in 2022 to meet environmental goals, according to variety.com reporting. Andrew Dickens, Banijay’s communications and marketing executive vice president, noted that the modular structure is kept in storage just outside Cannes between markets and is not deployed elsewhere.
Fremantle took a different route by transforming its Riviera-facing booth behind the Palais into a Baywatch-themed beach house complete with surfboards, red life preservers, and a patio lifeguard hut. Demand for Fremantle’s branded red tote bags proved so high that distribution was restricted strictly to clients. Meanwhile, toy giants Mattel, Hasbro, and Pokemon established adjacent rows on the opposite end of the strip, featuring minimalist red branding for Mattel alongside Pokemon’s heavily decorated enclosure featuring a hedge pruned into a Pokeball shape.
Corporate Consolidations Reshape Mipcom Floor Space Through 2027
While the exterior displays offer high-visibility branding, the floor layouts reflect broader corporate restructuring across the global entertainment sector. The July closure of the merger between Banijay and All3Media left the new joint entity in possession of All3Media’s former stand, which has been rebranded as the Banijay Terrace to handle overspill. Dickens confirmed that this arrangement will last for one year only, creating an empty footprint that Mipcom organizers must reassign by 2027.
Additional uncertainty surrounds Warner Bros. Discovery, which maintained its regular beachfront location at Ciro’s, while industry watchers monitor whether newly minted sister brand Paramount will share tent space next year following Skydance’s recent acquisition. When asked about the future of the Hollywood gateway model, Lasarenko confirmed to variety.com that Paramount intends to retain the physical asset for upcoming deployment.