There are two ways to pronounce 'niche.'
\NICH\ (rhymes with pitch)
\NEESH\ (rhymes with sheesh)
\NICH\ is the slightly more common one and the older of the two pronunciations.
We realize either can feel like a niche pronunciation.
Jury president Park Chan-wook at the Cannes press conference:
“To be honest, I didn’t want to award the Palme d’Or to any of the films, because it’s an award I myself have never gotten. But I had no other choice.”