They are involved in the content of the event

Safe values, young talents and even fans rub at the meetings of Arles, artistic photography appointments. For this edition 37è which will take place from 4 July to 17 September, the event chose to sweep wide. La francophonie will be honoured under the aegis of a Raymond Depardon founder of the Gamma Agency, and figure of the photojournalism built in General curator. But this program called "so french" voisinera with more public appointments, such a history of photography of French advertising since the 1930s.

Created in 1970 by photographer Lucien Clergue, the Museum curator Jean-Maurice Rouquette and writer Michel Tournier, Nan Goldin, Martin Parr or Gabriele Basilico découvreuses meetings are found in 2001 bankrupt. Appointed Director for the festival, François Hébel, former boss of Magnum and Corbis France, recognizes does "not be scruple" to attract the public, provided that the "photographic requirement" is not wounded. In four years, a part of the path has traveled. "There were 14 exhibitions in 2001, 58 last year." "Allowed public was 9,000 people in 2000, it is 36,000 today and increased by 30 between 2004 and 2005," details François Barré, President of the festival. The foreign public is back and represents more than 20 of the attendance.

The budget has tripled

To restore the luster to the event, had to be "back to fundamentals" in an environment of competition honed by the rise of many places and events dedicated to the photo. To do this, it took put means. "In five years, the budget has been multiplied by three" indicates François Hébel. This year, it has been set at EUR 3.4 million, half funded by own revenue (ticketing, sale of catalogues, internships) and patronage, which reported 1 million. "In 2001, Arles could not rely on public money" he said.

In 1986 already, the event was turned to Kodak. Successfully since the American company had brought half of the funds. Another time, another sponsor. This is no longer the film heavyweights who bring their support to the event, but those of the digital. Like last year, SFR, linked since 2005 by a contract of three years, and Hewlett Packard France, partner for the third year, are two larger sponsors the festival, after the Foundation Luma of Maya Hoffmann, and before the FNAC.

Exchange reciprocal. With its icons of the film, the image of a Raymond Depardon, Arles represents the place dreamed for HP and SFR for the promotion of new technologies. By associating their name with the festival, they hope to conquer a quality image, recognition and legitimacy in the world of professional photography, and therefore conquer future clients. The two manufacturers do not simply sign a cheque, far from it. They are involved in the content of the event.

On the walls of the city, SFR has just "sell" the excellence and creativity of a 3 G mobile, mutable in camera, and also for the Exchange, the immediate transmissibility. "Our goal is to democratize the use of mobile 3 G to the general public" says the operator. Pragmatic, he will freely available to the public of the phones to test these new uses. On the ground, SFR will be held the star with a ubiquitous Hewlett Packard. Best known for its facts of weapon in Office Automation and computer science, the American manufacturer wants to five years to impose on the photo market. After a test inconclusive in shooting, niche on which he yet had big hopes, it has concentrated its efforts on the attractive market for photo printers. For the professional as for the neophyte equipped with computers, the draw is a natural step both artistically and economically in the outbreak of a photo. In a market where technologies evolve quickly, HP hopes to obtain in Arles "buffer" of the great names of the photo, surety of a very high quality service. Become a young talents are also in his sights. HP argues the "readings and exhibitions of portfolios", anime "technical and creative sessions" for amateurs and professionals.

In Arles, the incursion of the digital photography is a reality. "All photographers employ digital unmarked way, but the range of use is extensive: it can be at the level of shooting, to editing or draw" ensures François Hébel. For the taking, the majority of the "artists" of the photo still prefer the analog techniques. For black and white prints also. But digital opens a whole field of possibilities. Without taboos.