Corporate sponsors at Cannes take advantage of the film festival, which is one of the most publicized events of the year.
The showcase has historically had an association with luxury; with diamond necklaces, champagne and high end designer dresses all at center stage.
Some major sponsors include Chopard, car manufacturer Renault and make-up brand L'Oreal.
The non-sponsor brands can get celebrity association by being part of the unofficial gifting lounge, which for many years has been a festival staple.
Stars that visit the lounge can walk away with as much as 30 to 40,000 euros worth of products.
Lounge manager Nathalie Dubois-Sissoko gave just one example of what was on offer - a holiday for two at a high end resort in French Polynesia.
SOUNDBITE: Nathalie Dubois-Sissoko, Cannes film festival gifting lounge manager, saying (English):
"Most of these rooms retail for around 4,000 dollars (USD) a night so it's a very nice gift."
Some critic
