A Hollywood promotion of the film: military parade on the Croisette and in the streets of Cannes, a giant poster of the film at the entrance of the hotel Barriere-Le Majestic, a giant banner of the film on the building in front of the steps of the Palais des Festivals, a Provencal cocktail at the International Pavilion, distribution of 5,000 press kits, dozens of interviews with the press...