Cannes Weather Watch: Will Rain Wash Out Woody Allen's Opening Night?

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Bad weather could create logistical problems from traffic snarls to security headaches, but at least one company is turning the rain into a branding opportunity.

Quel dommage!

Bad weather could dampen spirits in Cannes this year. Heavy rain and thunderstorms are predicted for the very hour that director Woody Allen and his Cafe Society stars Kristen Stewart and Jesse Eisenberg are set to grace the Palais red carpet.

Though Cannes typically boasts warm sunny days and temperate evenings throughout May, this year has been something of an anomaly. In the days leading up to the 69th annual festival, rain was common and temperatures were unseasonably cool, dipping as low as 52 degrees.

The opening-night deluge certainly will create logistical problems, from traffic snarls to security headaches. But at least one Los Angeles-based company has decided to turn the rain into a branding opportunity.

Highland Film Group, which is selling the Margot Robbie-starrer Terminal and Scott Mann’s action-thriller Final Score, scrambled to have a few dozen umbrellas custom-made with its logo before heading out.

Says Highland COO Delphine Perrier, "In prep of the Marche, we checked the forecast to pick out our wardrobe, and when we saw the rain coming, we thought offering umbrellas to our buyers would be a nice touch that could bring a smile to their faces."

Still, Cannes weather can change rapidly, and if the sun does come out, it will be welcome news to dealmakers. "Schedules get chaotic because it’s harder to get around and everyone gets delayed," says UTA’s Rena Ronson, who has a slate of 17 films at the market including Nathan Morlando’s Mean Dreams.

She adds, "The upside is people will see more movies and take more meetings because no one wants to sit outside and have a cocktail."