Kanye West’s ‘Cruel Summer’ Premiere: Check Out Pics of Stage Set at Cannes
According to MTV, the film was "projected on seven video screens inside a tented pyramid" in order to create "a constellation of projections that wrap around the audience," and offer a levitation effect. Guests entered the pyramid on a red carpet that expanded into a 200-seat auditorium, a vision that was born out of a collaboration between OMA, West's own DONDA collective and the French production team Ar'Scene.
West himself told the crowd that the the premiere was set up to represent "a post-Steve Jobs, post-Windows era ... where your mind puts the screen back together, the way you put memories together ... like the experience of life." Right.
'Cruel Summer' is the 30-minute visual counterpart to West's G.O.O.D Music compilation of the same name. The movie stars Kid Cudi as a criminal who falls for a blind Arabian princess, and was directed by Alexandre Moors and shot entirely in Qatar. The album features music by Big Sean, Pusha T, Q-Tip, Kid Cudi and Teyana Taylor.