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That's fine. The only main effect the award is going to have is to give it a larger critical audience. And the emphasis there is on critical. All the people that would mindlessly love it were already going to see it anyways--it's those that come at it with a questioning mind that are going to be pulled in with the extra publicity.
Besides, hell, Cannes, they have the right to crown whomever they wish. If they wish to crown an idiot, that only devalues them as an institution.
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"I have seen much war in my lifetime and I hate it profoundly. But there are things worse than war; and all of them come with defeat." -- Hemingway
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