TIFF’s Bold Move: Addressing a Gap in the Film Festival Calendar

The Toronto International Film Festival (TIFF) has taken a significant step forward by introducing its first official market, set to take place from September 10-16, 2026. This innovative initiative aims to fill a crucial gap in the film festival and market calendar, bridging the period between the Cannes Film Festival in May and the Berlin International Film Festival in February.

According to Roeg Sutherland, Co-Head of CAA Media Finance, the market’s timing is strategically positioned to coincide with the post-summer break, when industry professionals typically reassess their budgets and plan for the upcoming year. ‘Being able to launch sales on a movie right after the summer break allows it to go into production in January or February,’ Sutherland explains. ‘If you’re launching a movie in November, the best-case scenario is April and May; with the European Film Market (EFM), it’s June or July; while with Cannes, it’s August.’

The market’s organizers are confident that TIFF’s September slot will provide a unique opportunity for industry professionals to engage with a wide range of films and projects, offering a more efficient and effective way of doing business.

Arianna Bocco, SVP of Global Distribution and Acquisitions at Mubi, emphasizes the benefits of having a market run alongside a festival. ‘We’re a very unique company in this scenario as we produce films, we acquire films, and we sell films, so to have a market in the fall where we have the ability to do all three of those things creates an efficiency,’ she says. ‘It makes planning a lot easier.’

Vincent Maraval, co-founder of Goodfellas and The Veterans, believes that the combination of the market and festival could attract Asian buyers, who have historically been less present at the AFM. ‘The problem with the AFM is that they [Asian buyers] don’t pre-buy much anymore, so you need a market where you screen completed films and pre-sell films,’ he explains. ‘They’re not going to cross the ocean for 10 projects, especially now, when local markets are doing well with local films.’

Michael Barker, a TIFF veteran and co-founding head of Sony Pictures Classics, suggests that the officialization of a market is a ‘vital’ step in an era when technology is eroding face-to-face physical contact. ‘We’re in a very transitional place in the business, and what’s of real concern to me is that because everyone’s got these links flying, companies can somehow justify to themselves not showing up at these markets, because they can do everything at home,’ he says.

The market’s inaugural edition has already signed up over 150 exhibitors and promotional bodies, with more expected to join in the coming weeks. As the industry prepares for this new development, one thing is certain – TIFF’s first official market is poised to make a significant impact on the film industry.

A New Era for TIFF: Addressing a Gap in the Film Festival Calendar

The Toronto International Film Festival (TIFF) has taken a bold step forward by introducing its first official market, set to take place from September 10-16, 2026. This innovative initiative aims to fill a crucial gap in the film festival and market calendar, bridging the period between the Cannes Film Festival in May and the Berlin International Film Festival in February.

The market’s organizers are confident that TIFF’s September slot will provide a unique opportunity for industry professionals to engage with a wide range of films and projects, offering a more efficient and effective way of doing business.

Arianna Bocco, SVP of Global Distribution and Acquisitions at Mubi, emphasizes the benefits of having a market run alongside a festival. ‘We’re a very unique company in this scenario as we produce films, we acquire films, and we sell films, so to have a market in the fall where we have the ability to do all three of those things creates an efficiency,’ she says. ‘It makes planning a lot easier.’

• The market’s organizers are confident that TIFF’s September slot will provide a unique opportunity for industry professionals to engage with a wide range of films and projects.

• The market’s inaugural edition has already signed up over 150 exhibitors and promotional bodies, with more expected to join in the coming weeks.

Expert Insights: Why TIFF’s First Official Market is a Game-Changer

Industry experts are hailing TIFF’s first official market as a game-changer for the film industry. Roeg Sutherland, Co-Head of CAA Media Finance, believes that the market’s timing is strategically positioned to coincide with the post-summer break, when industry professionals typically reassess their budgets and plan for the upcoming year.

‘Being able to launch sales on a movie right after the summer break allows it to go into production in January or February,’ Sutherland explains. ‘If you’re launching a movie in November, the best-case scenario is April and May; with the European Film Market (EFM), it’s June or July; while with Cannes, it’s August.’

Vincent Maraval, co-founder of Goodfellas and The Veterans, believes that the combination of the market and festival could attract Asian buyers, who have historically been less present at the AFM. ‘The problem with the AFM is that they [Asian buyers] don’t pre-buy much anymore, so you need a market where you screen completed films and pre-sell films,’ he explains. ‘They’re not going to cross the ocean for 10 projects, especially now, when local markets are doing well with local films.’

Michael Barker, a TIFF veteran and co-founding head of Sony Pictures Classics, suggests that the officialization of a market is a ‘vital’ step in an era when technology is eroding face-to-face physical contact. ‘We’re in a very transitional place in the business, and what’s of real concern to me is that because everyone’s got these links flying, companies can somehow justify to themselves not showing up at these markets, because they can do everything at home,’ he says.