For many years, the Toronto International Film Festival has established itself as a trendsetter. The city has become a hub for movie icons who gather for the informal kickoff of their Oscar campaigns.
However, as prominent films and top-tier actors increasingly opt for other festivals to debut their work, TIFF is undergoing a transformation with an emphasis on the business aspects of film acquisition and packaging.
In this challenging era for the film industry, this shift could ensure TIFF remains relevant, but with rising ticket prices, what implications does this have for the festival’s core audience: the moviegoers?
Here’s a glimpse into TIFF’s unique cinematic transformation—along with a selection of notable films you might want to see.
Focusing on Deal-Making
Continuing a trend noticed after the pandemic, many of the season’s most talked-about films, such as Primetime featuring Robert Pattinson and You Can See Everything from Nathan Fielder of Canada, have chosen to premiere at Venice or Telluride instead of TIFF.
In an attempt to reinvent itself—similar to the classic rom-com trope of an unpopular girl transforming into a star—TIFF is embracing the deal-making and strategy discussions that are characteristic of many leading festivals.
Kicking off with a $23 million investment from the government, TIFF: The Market will host 70 sessions and events delving into film, television, and interactive content.
Among the projects being promoted are a sci-fi movie featuring Russell Crowe and Priyanka Chopra, a romantic comedy with Colin Firth and Halle Berry, and a new entry in the Air Bud series.
However, similar to the fierce competition for red carpet spots, TIFF will also contend with other industry participants.
Diego Calva, left, and director Jordan Firstman pose at the photo call for Firstman’s film Club Kid during the 79th Cannes Film Festival in May. (John Locher/The Associated Press)
First in line is the Cannes marketplace, the largest and most recognized venue that sets the rhythm for the year.
For instance, the excitement for Jordan Firstman’s Club Kid ignited at La Croisette, the iconic boulevard in Cannes, leading to a intense bidding competition. This film will have its Canadian premiere at TIFF on Sunday.
The Trump Factor
While TIFF aims to position itself as a fall counterpart to Cannes in the spring, it also faces competition from the American Film Market (AFM), which occurs in November in Los Angeles.
Although AFM primarily caters to mainstream films, TIFF, which has always championed international cinema, will spotlight emerging markets in Africa and Asia as part of its Market programming.
Furthermore, as U.S. President Donald Trump promotes new national incentives for revitalizing American film production, international buyers who are cautious about Hollywood or seeking to avoid border complications may view TIFF as an appealing option.
TIFF CEO Cameron Bailey speaks at a media event for the film festival last month. (Sammy Kogan/The Canadian Press)
Tickets and Tastemakers
As the star power of TIFF continues to wane and the festival adapts to become more business-oriented, concerns arise regarding the impact on the festival’s core audience: the film enthusiasts. These are the individuals who wait in lengthy lines, endure hours to witness stars on the red carpet, and cheer like pirates at late-night screenings.
Director Guillermo del Toro greets fans at the premiere of his film Frankenstein at the Toronto International Film Festival last September. (Laura Proctor/The Canadian Press)
Each year, TIFF proudly highlights its history of predicting Academy Award winners, promoting the People’s Choice Award as a gauge of Oscar potential.
However, with ticket prices increasing (standard screenings now starting at $30), fewer members of the public who contribute to the festival’s vibrant atmosphere find themselves attending those screenings.
In a recent conversation with the Toronto Star, TIFF CEO Cameron Bailey acknowledged that glamorous premieres featuring stars and filmmakers come with higher prices, but he contended that they still remain cheaper than tickets to professional sports events in the city.
At a time when Canadians are eager to support local talent, this could mean some film aficionados may find themselves priced out of the experience.
Must-See Films
Although the arrival of A-list celebrities at TIFF may be declining, there are still several highly anticipated films from the upcoming fall season circulating in Toronto.
Ink marks the return of Trainspotting director Danny Boyle to the UK, as he investigates the rise of The Sun tabloid, with rumored James Bond contender Jack O’Connell portraying a ruthless editor-in-chief.
Next is The Debut, a heartfelt tribute to community theater penned and directed by actor Jesse Eisenberg. In 2025, Eisenberg’s A Real Pain aided Kieran Culkin in securing an Oscar. Many are already predicting awards success for Julianne Moore’s portrayal of an overwhelmed housewife who immerses herself in a role.
Primetime Programming
TIFF is increasingly incorporating both television and film into its lineup, and this year, several TV series are featured in the Primetime program. This includes Apple TV’s Slow Horses, which will debut its sixth season in Toronto, starring Gary Oldman, who will also participate in a stage interview.
With production already underway for the second season of Heated Rivalry, another exciting title is the forthcoming Crave series Yaga, featuring Hudson Williams as an heir to a significant fishery and The Matrix’s Carrie-Anne Moss as a university academic. The show, which draws inspiration from the formidable fairy tale character Baba Yaga, promises a thrilling mix of fun and malice.
Oh Canada
It’s important to note that before the trade conflict escalated, the Canadian film sector was thriving, buoyed by the success of films like Nirvanna the Band the Show the Movie, Mile End Kicks, undertone, and others.
To capitalize on this momentum, a wide array of Canadian films will be showcased at TIFF this year. Are you a fan of Jay Baruchel and Canadian talent performing extraordinary feats? From FUBAR director Michael Dowse comes The Stunt Driver, which tells the true story of Canadian stuntman Ken Carter.
Music enthusiasts can look forward to Neil Peart: No One’s Disciple, a 106-minute documentary examining the life of the late Rush drummer, featuring contributions from Red Hot Chili Peppers drummer Chad Smith and Stewart Copeland of The Police.
For those seeking a more unconventional film, Ladies and Gentlemen, Brian Mulroney offers a wild perspective on the former prime minister. Director Matthew Rankin, who also created Universal Language, has crafted what TIFF describes as a “retro-pop fever dream,” set to premiere in the always lively Midnight Madness section.
In Smudge the Blades, director and writer Cody Lightning, centre, also plays the coach of the Treaty 6 Blades in a movie that tells the story of an Indigenous hockey team fighting for a place in Alberta’s northern league. (Liam Mitchell)
Not to let Heated Rivalry have all the hockey stories, Smudge the Blades presents a gritty sports narrative centered on an Indigenous hockey team in Northern Alberta.
Triple-threat creator Cody Lightning, who directs, writes, and stars in the film, portrays the team’s overwhelmed coach alongside a talented ensemble of Indigenous performers, including Jana Schmieding and Paulina Alexis.