The screening ends, the film crew stands up to greet the audience, which in turn also stands up to give the film a standing ovation, and at that moment a strange choreography begins: a cameraman enters directly into the row in which the stars cry and celebrate the reception, gestures that are broadcast live on the screen of the Lumière theater, the epicenter of the Cannes festival, and a handful of journalists start their stopwatches: the time has come for the last trick of marketing, the scam of the standings ovations in the French competition.
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