From Cannes to Cardboard: The Circulation and Promotion of Visages Villages and the Auteur on Instagram

Abstract This article explores the Instagram activities of Agnès Varda and her Visages Villages (Faces Places, France, 2017) codirector JR to consider the role of social media in the film's theatrical release and awards campaign, which led to the film's nomination for Best Documentary Feature—Varda's first and only Academy Award nomination. Through analysis of Varda's posts and her appearances on JR's Instagram, the author argues that social media complemented the film's conventional promotion while extending Varda's aesthetic practices and interests, offering one of the final examples of her consistent, enthusiastic experiments with new forms of media. On Instagram, Varda recycled and recontextualized the strategies of self-presentation and formal play seen in her documentaries for a different format, as she posted images and videos involving premieres, special events, and press coverage from her perspective. Throughout the film's release and awards campaign, social media began to function as an atypical way to draw attention to the film and its directors, especially for a low-budget documentary. The Visages Villages team merged traditional methods of achieving visibility with an unusual and intentional online presence, culminating in substantial coverage from new types of outlets when JR traveled to the Academy Awards luncheon with cardboard cutouts of Varda.