One of the most interesting stories at this year”s Cannes Festival is the financial support provided by upmarket jewellery firm Swarovski for Julian Fellowes” new $17m screen adaptation of Romeo and Juliet.

Speaking at a party for the launch of the film, Fellowes expressed his gratitude to the firm, saying it might not have got off the ground without Swarovski”s backing.

For Swarovski, the investment is not a one-off. Also present at the launch party was Nadja Swarovski, chair of Swarovski Entertainment and executive producer on Romeo and Juliet. Under her management, the company has also provided support for Shekhar Kapur”s Paani and is in the market to back other mid-budget movies. In addition, it sponsors a new talent award at the BFI London Film Festival and works with film schools.

The question, of course, is why is it moving into film? Well, in part, there”s a possibility it might make money. But more significant is the branded entertainment angle.

Swarovski”s integration into films goes back decades. But recent examples of its involvement include prominent placement in The Phantom of the Opera and the documentary film This Is It, which showed Michael Jackson rehearsing for a tour, featuring costumes covered in Swarovski crystals. In the case of the current Romeo and Juliet project, Swarovski will leverage its investment by launching a related jewellery line.