Cannes Film Category Goes Beyond TV

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CANNES -- For the first time this year, the Cannes Lions International Advertising Festival has opened the film category to all screens, and the film shortlist published on Friday includes 33 entries that are neither TV nor cinema commercials.

None of the six mobile phone entries made it to the shortlist, but 12 of the 388 internet films entered made the film shortlist, along with 3 of 15 integrated films, 5 of 23 interactive TV entries, and 13 of 73 entries classified as "other screen."

In what has become a dominant theme of this year's festival, BBDO New York's HBO campaign "Voyeur" is shortlisted no less than three times in the film category. The internet film "The Watcher," which appeared on, is shortlisted in the internet film category, and the "Voyeur integrated campaign" appears in the integrated film category. In the category called "other screens," HBO appears as "All apartments projected films," apparently referring to the way the film is projected on an apartment building in New York's Lower East Side.

"Voyeur" has already won two Grand Prix—for outdoor and promotions—and five other Lions this week. Besides the Grand Prix awards, "Voyeur" and BBDO New York have picked up three golds for Cyber, Design and Promotions; a silver for Promotions; and a bronze Media Lion.

Although the 33 new screen entries only account for two pages of a 37-page film shortlist, they include some popular work that could do well. In addition to the three "Voyeur" entries, Microsoft's Xbox 360 Halo 3 video game is shortlisted twice in the internet film category for the films "Combat" (below) and John 117/Monument by T.A.G. at McCann Worldgroup.

Of the 4,626 film entries this year, 505 were in the new categories for screens other than TV and cinema. Entries are judged within their own categories, but all compete for a single film Grand Prix. The film winners, along with the Titanium/integrated category will be awarded at the festival's final awards show on Saturday night.
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