Long known as an Oscar launchpad, Toronto International Film Festival is hoping TIFF: The Market can expand its reputation and finances without changing its spirit. The marketplace connects producers and filmmakers with distributors and financiers.

The booths, lounges and displays fill the third-floor exhibition hall of the Metro Toronto Convention Center. Production companies display posters and play trailers. The booth for RDV Canada is busy. This giant hall is the centerpiece of TIFF: The Market.

“TIFF was — or is — a festival festival,” Anna Godas said. Cameron Bailey said the organization began looking into a market in 2012. In 2024, with backing from the Canadian federal government totaling $23 million, TIFF announced the market would begin this year.

John Sloss said TIFF has been a de facto market for at least 35 years. Charles Tremblay called the formal structure a good idea: “What took you so long?”