Key Takeaways:
– Jean-Claude Van Damme and Dolph Lundgren staged a fight at the Cannes Film Festival as a publicity stunt for ‘Universal Soldier.’
– The film was not scheduled for screening during the festival as it was not yet complete.
– Despite rumors of a feud between the two stars, the entire event was a planned marketing strategy.
– The stunt was effective, with the film opening at #2 and becoming a fan favorite.
The Cannes Film Festival, known for its share of unforgettable moments, once saw stars Jean-Claude Van Damme and Dolph Lundgren seemingly at loggerheads on the red carpet. The tension, however, was later revealed to be nothing more than a well-conceived publicity stunt for their soon-to-release film, ‘Universal Soldier.’
Fostering Friction for Fame
The European action stars capitalized on the media attention they received at the festival, owing to the absence of ‘Universal Soldier’ from the screening lineup. The film, directed by Roland Emmerich, was not compiled in time for the festival. Without having their movie on show, Van Damme decided to devise a special plan to grab some attention and thus promote their upcoming sci-fi action movie.
Van Damme revealed details of the ruse in an interview with Arsenio Hall. He shared, “The movie was complete but not cut yet…So I was in Cannes with Dolph. Dolph and I decided to create a scene reminiscent of Sly and Arnold’s dance in Cannes in 1990. We agreed to simulate friction on the red carpet steps.” He further added how this play-acting ended up garnering all the news headlines at the time, proving it was a smart move and, as Jean-Claude put it, “free publicity… I’m a businessman.”
Playing Up Rumors For Publicity
Rumors of bad blood between these two stars were widespread during the making of ‘Universal Soldier.’ Thus, when they pretended to feud in front of notable film personalities like David Lynch, Sidney Lumet, and Robert Altman, it wasn’t hard for people to believe it. The stars’ willingness to add to these rumors demonstrated shrewd business acumen on their part.
The outcome of their stage-managed scuffle was a resounding success – ‘Universal Soldier’ opened at #2 and has since been considered a notable entry in the filmography of both stars, cementing its status as a fan favorite.
Essentially, the stunt on the Cannes red carpet proved to be a masterful marketing move. Whether it was improvisational genius or calculated trickery, the macho men of Universal Soldier managed to garner the attention their film needed and in doing so, they created another historic moment at the Cannes Film Festival.
Indeed, the Cannes Film Festival, known for its glamour, drama, and occasional controversy, provided the perfect backdrop for such a stunt. Jean-Claude Van Damme and Dolph Lundgren used the festival ground to manufacture a scene right out of one of their action films, making sure ‘Universal Soldier’ remained in the news.
