Canada’s largest film festival is getting back at its ex by linking up with their biggest rival.
What happened: The ~700,000 visitors hitting T.O. for this year’s Toronto International Film Festival (TIFF) will see a new name around the festival grounds. Rogers is TIFF’s new lead sponsor, taking over for Bell, which suddenly ended its nearly 30-year partnership last year.
- TIFF also ended its partnership with controversial developer Therme Group last year and lost support from Bulgari, one of its major sponsors for the past two fests.
- The financial details of the new partnership weren’t disclosed, though unlike Bell — which contributed ~$5 million a year — Rogers won’t sponsor year-round TIFF events.
Why it matters: TIFF has floundered due to the pandemic and last year’s Hollywood strikes, which contributed to the $2.76 million annual loss in 2023. A new sponsor is a W for TIFF (and, in turn, the broader Canadian film industry) as it aims to make 2024 a comeback year.
Zoom out: The federal government has also stepped up to help bolster TIFF. In April, it committed $23 million to help launch a film market — an important part of other big fests like Cannes — where Canadian film sellers can hock their wares to international buyers.—QH