Future of Locarno Film Festival lies in discreet charm of new president

Switzerland’s most prestigious film festival, which starts on Wednesday, remains a cinephile paradise. But behind the screens, its new president Maja Hoffmann is steering the festival closer to her global artistic connections. Discretion is a billionaire’s best friend, and Maja Hoffmann is certainly discreet. She appears in the media only when she wants to or needs to, even when running high-profile acts, such as the LUMA Foundation for contemporary arts, and now, the Locarno Film Festival. After her appointment in October last year, she did not announce a major organisational upheaval. But in the run-up to the festival, she sprinkled enough breadcrumbs to indicate she is now in charge, leaving us to interpret how she plans to run the show. For clues, one can start by comparing her gestures to those of her predecessor, Marco Solari, who presided the festival from 2000 to 2023. Solari has the airs and gestures of an Italian grand seigneur, but he is more of a successful entrepreneur ...