Battle of the Booths: Paramount Brings its Iconic Arch to Cannes as Eye-Catching Mipcom Stands Reflect Market Realities
Paramount has recreated its iconic Bronson Gate at 90% scale outside the Cannes conference centre for Mipcom, using it to draw visitors to its 6,000-square-foot exhibition tent. The display reflects the effort companies are putting into standing out at the television content market, while their choices also hint at current priorities such as brand promotion and environmental concerns.
Other notable stands include Banijay’s reusable, two-storey wooden “Banijay House” and Fremantle’s beachhouse-themed “Baywatch” display. Mattel chose a simpler red tent, while Pokémon filled its stand with character images and a Poké Ball-shaped hedge; Singapore showcased orchids and China presented an AI-powered robot that speaks French, English and Cantonese. The article says the booths reflect industry conditions, but the supplied text ends before explaining those market realities.
- Paramount brought a 90%-scale Bronson Gate replica to Cannes.
- Mipcom stands range from reusable structures to themed displays.
- The booths offer clues about priorities across the television industry.
New here? Start with this
Mipcom is an annual market in Cannes where television companies meet to present programmes and seek buyers, partners and distributors. Its exhibition stands help companies show what they make and attract visitors to their meetings.
The companies include studios, programme distributors and brands with entertainment properties. Paramount is a major film and television company; Banijay and Fremantle produce and distribute television, while Mattel and Pokémon are known for toys and characters.
The stands can promote a company’s identity as well as its programmes, and their design choices may reflect practical priorities such as reusing materials. The story places these displays in the context of pressures on the television business, though the supplied account does not explain those market conditions.