CANNES, France (AP) - The Cannes Film Festival continues to evoke nostalgia, from bumblebee costumes to zany publicity stunts. Historically, the festival has showcased a plethora of artistically ambitious films alongside some of Hollywood's most extravagant marketing tactics, making it a vibrant backdrop for promotional spectacles.

In recent years, however, the once frequent marketing stunt has become increasingly rare. The anticipation that Tom Cruise might spark a revival of these grand traditions was met with a relatively subdued premiere for "Mission: Impossible – Final Reckoning" on Wednesday. Fans wondered if Cruise would parachute into the Palais or perform stunts on an airplane wing, but ultimately, he and his team simply walked the red carpet as an orchestra played the iconic "Mission: Impossible" theme.

This year, as festival-goers stroll along the Croisette, there's a marked decline in the type of extravagant advertising that Hollywood once favored in Cannes. Though Paramount Pictures set up a "Mission: Impossible" installation outside the Carlton Hotel, it is indicative of a broader trend: major studios are no longer making large marketing splashes in Cannes. Even Universal Pictures' upcoming Formula One action drama "F1," which would seem like an ideal candidate given its proximity to the Monaco Grand Prix, has not made any overtures at the festival this year.

The Cannes Film Festival runs until May 24, leaving room for surprises, as seen in years past. Attendees could still witness a creative promotional stunt, perhaps someone arriving by parasail over the Mediterranean, like T.J. Miller did for "The Emoji Movie" in 2017, or performing martial arts moves alongside a troupe of giant pandas, reminiscent of Jack Black's antics for "Kung Fu Panda" in 2008.

However, the circus-like atmosphere that once characterized Cannes has diminished. This shift can largely be attributed to budgetary constraints and a change in marketing priorities among major studios, with Cannes becoming just one stop on wider promotional tours. For Cruise and "Final Reckoning," the event was part of a global marketing strategy rather than a centerpiece of promotion.

Moreover, several individuals who were instrumental in bringing Hollywood flair to Cannes are no longer regular attendees. Notably, Jeffrey Katzenberg, former head of DreamWorks Animation, was prominent in creating memorable marketing moments at the festival, such as models donning "Trolls" wigs or Jerry Seinfeld’s publicity stunt for "Bee Movie."

While one may ponder whether the absence of these extravagant promotional tactics is worthy of lament, their presence undeniably contributed to the festival's spirited atmosphere, giving it the essence of a grand carnival. The decline of such shows signifies that movies may not possess the same exhilarating charm they once had.

To cherish the past, one can recall moments like Sacha Baron Cohen’s whimsical arrival on a camel for "The Dictator." Such quirky memories encapsulate the rich tapestry of the festival’s history, even as it evolves in the present day.

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