Inaugural Birks Canadian Diamond award to be presented during Telefilm Canada's first Tribute To Canadian Talent at the 2012 Cannes Film Festival

MONTREAL, May 3, 2012 /CNW Telbec/ - Canada's leading luxury jeweller Birks and Telefilm Canada are proud to announce a new partnership to recognize Canadian film talent. Jean-Christophe Bédos, President and CEO of Birks, is announcing the creation of the Birks Canadian Diamond, an award celebrating individuals whose professional accomplishments allow Canada to shine beyond our country's frontiers. The Birks Canadian Diamond's first recipients will be awarded at Telefilm's inaugural Tribute To Canadian Talent press event and reception on May 23 at the 2012 Cannes Film Festival.

"It is with great pleasure that we are unveiling the Birks Canadian Diamond, an award created to celebrate the hard work and dedication of Canadians who excel in their craft or profession, allowing Canada to be applauded internationally," said Jean-Christophe Bédos. "Through the creation of the Birks Canadian Diamond we wish to recognize that much like diamonds mined in Canada, pure Canadian talent shines beyond our own frontiers to delight others around the world," he concluded.

"We are thrilled to see Birks join us in applauding Canadian filmmaking talent abroad," says Carolle Brabant, Executive Director of Telefilm Canada. "This year is an extraordinary one for Canada at Cannes; what better moment for the creation of a tribute and an award that recognize the passion and energy that fuels Canadian cinema. This public-private partnership underlines our new corporate focus to increase our promotion and marketing of Canadian filmmakers," she concluded.

The Birks Canadian Diamond, awarded for the first time, will serve to recognize Canadians of different professional horizons whose talent and accomplishments have allowed Canada to be celebrated on the international stage.

Canada at Cannes 2012
This year marks the 65^th edition of the world's most celebrated cinema event, the Cannes Film Festival, and Canada will be represented by the strongest contingent in recent history. Four Canadian directors find themselves part of the Official Selection: David Cronenberg (Cosmopolis) and his son Brandon (Antiviral), as well as Xavier Dolan (Laurence Anyways) and Chloé Robichaud (Chef de meute). In addition, the Canada-Belgium-France coproduction Beyond the Walls (Hors les murs) will compete in the Critics' Week and the short With Jeff (Avec Jeff, à moto) will be welcomed to the Directors' Fortnight.

About Birks
Birks was founded in 1879 and developed over the years into Canada's bridal and diamond reference. Today, the Company is the premier retailer, designer and manufacturer of fine jewellery, timepieces and gifts. Birks & Mayors is a leading retailer with 58 luxury jewellery stores in Canada and the United States:  31 stores operate under the Birks brand in most major markets in Canada and 24 stores under the Mayors brand in Florida and Georgia, two retail locations in Calgary and Vancouver under the Brinkhaus brand and one retail location in Orlando under the Rolex brand. Visit www.birks.com.

About Telefilm Canada
Telefilm is dedicated to the cultural, commercial and industrial success of Canada's audiovisual industry. Through its various funding and promotion programs, Telefilm supports dynamic companies and creative talent here at home and around the world. Telefilm also administers the programs of the Canada Media Fund. Visit telefilm.ca and follow us on Twitter at twitter.com/telefilm_canada.

Eva Hartling
Director, Public Relations & Events
Birks & Mayors Inc.
1-514-397-2496
[email protected]

Douglas Chow
Manager, External Communications
Telefilm Canada
1-800-567-0890, 514-283-0838, ext. 2225
[email protected]

Laurent Boye - Jazo P.R.
Cannes Publicist
1-310-220-7239
[email protected]