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Karlovy Vary International Film Festival

What is the best way to promote a film festival in the Czech Republic? Most people would think that Cannes, perhaps even Park City, Utah (Sundance), is a far more chic location. But this is about to change – John Malkovich is the answer.
The scene is set: Malkovich is returning from the film festival in Karlovy Vary and on the way from the airport the stereotypical cabdriver is asking about the prize in the back seat. The rest is pure Malkovich! The film was shortlisted for a Cannes Lion and maybe more people will visit the festival, even though it’s the 46th festival. Maybe people will find it as a relief that the festival is about films and not extravagant parties?