Key Takeaways:
– Jean-Claude Van Damme and Dolph Lundgren faked a fight at the Cannes Film Festival to gain publicity.
– The reason for the public stunt was the incomplete state of their film, Universal Soldier, which wasn’t showcased at the festival.
– The fabricated conflict attracted significant media attention and subsequently benefited the film’s premiere.
The Cannes Film Festival, one of the most prestigious events in the film industry, has witnessed numerous memorable moments in its history. From Brigitte Bardot’s eminent bikini appearance to Spike Lee’s infamous threat to Wim Wenders, the festival has seen it all. However, few moments garnered as much media attention as the time when Jean-Claude Van Damme (JCVD) and Dolph Lundgren pulled a fast one on everyone present.
Creating a Red Carpet Stir
The iconic Universal Soldier co-stars, known for their machismo, seemed to be at loggerheads on the red carpet. This stirred the festival crowd and grabbed major headlines. As it turned out, the supposed feud between the two was just an elaborate ruse designed to attract media attention.
Universal Soldier and Cannes
It was indeed peculiar to see Universal Soldier represented at the Cannes Film Festival, given that the science fiction action film directed by Roland Emmerich was not even screened at the event simply because it was incomplete. This peculiarity birthed the necessity for some extra promotion to prepare the ground ahead of its summer 1992 premiere. And who better to cook up a publicity-grabbing scheme than the Muscles from Brussels, JCVD himself?
A Publicity Masterplan Unfolds
Revealing the staged Universal Soldier spat at Cannes, JCVD said “the movie was complete but not cut yet.” With no movie to show, he decided to do something special, taking a leaf from Sylvester Stallone and Arnold Schwarzenegger’s 1990 Cannes dance. He suggested they create friction on the red carpet steps. Lundgren, thinking it’s a good idea, played along, which consequently made all the news in Cannes, recounted Van Damme in an interview with Arsenio Hall.
Rumor Mills and Quick Payoffs
Rumors were already swirling that JCVD and Dolph Lundgren weren’t on good terms during the making of Universal Soldier. When they feigned a tussle on the red carpet, most people readily believed it. But it wasn’t just a ruse; it was a strategic move that paid off heavily. Universal Soldier had a successful opening, debuting at number two, and even went on to be a fan favorite, cementing the status of both co-stars in the industry.
The ‘Free Publicity’ Businessman
Clarifying the purpose behind the entire ruse, Van Damme stated, “It was free publicity. I’m a businessman.” His candid admission offered a glimpse into the inner workings of the film industry, where creating a buzz is as critical as making a good film.
In retrospect, the events at the Cannes Film Festival involving Jean-Claude Van Damme and Dolph Lundgren serve as an excellent lesson in promotional strategy. By hatching a well-thought-out plan and demonstrating an astute understanding of the workings of the media, they successfully drove attention towards their movie, thereby ensuring its successful opening.
In conclusion, the Cannes Film Festival not only showcases the best in film art but also bears witness to the industry’s behind-the-camera machinations. The Van Damme and Lundgren episode serves as a testament to the lengths filmmakers go to in promoting their creations, making it a truly unforgettable moment in the world of cinema.
