TIFF Details 2026 Content Market Plans

Organizers Provide Details on Upcoming Market

TIFF organizers provided more details on the upcoming 2026 Content Market at a reception on Monday (Sept 9), as the subject remained a major talking point among industry attendees.

Chief programming officer Anita Lee and senior director of industry and theatrical programming Geoff Macnaughton hosted around 100 guests at Shangri-La Hotel Terrace, and said they are embarking on a widespread consultation with TIFF stakeholders.

Goals and Objectives

The goal is to more than double the current number of industry attendees from 5,000 to 12,000 within two years. They also want to boost the combined value of sales deals from around $70m expected this year to $400m once the official market gets underway.

The festival’s current economic impact on Toronto is around $240m and the goal is to increase that to $570m by 2030 and bring more than $134m in business visitor spending.

Feasibility Study and Venue Options

TIFF is also conducting a feasibility study to look at potential new market venues in Toronto.

Funding and Investment

TIFF organizers heard in April they were receiving a three-year C$23m ($16.9m) investment from the Canadian federal government and announced the market during Cannes.

Industry Feedback and Support

In order to work, an ambitious event like this needs a substantial buy-in from the industry, some of whom told Screen on condition of anonymity they were sceptical whether TIFF can substantially reorient itself as a major launchpad for packages under the existing calendar.

A number of US sales agents, for instance, said they would advocate for TIFF to push back one or two weeks to allow more time to assemble packages.

Market Implications

Were TIFF to start later in September, it would have profound implications on the festival and market calendar. Studios and awards campaigners value its proximity to Venice and Telluride because it allows contenders to build momentum in the early phase of awards season.

Moving closer to AFM would create a market logjam that industry professionals say would be untenable. The early November event has had a bumpy ride in recent years and finds itself at a crossroads. This year’s edition has moved from Santa Monica to Las Vegas in what is regarded as a test case, with many advocating for it to return to Los Angeles next year.

Content Market Focus

Macnaughton, who also serves as programmer of Primetime, added the Content Market will focus on sales, screenings and audience test screenings, works in progress, co-productions, Canadian and Indigenous-focused pavilions, co-production meetings and a technology focus encompassing digital and virtual works.

“We’re confident of positioning TIFF, Toronto and Canada as the gateway to the North American screen community,” he said.

Conclusion

The success of the Content Market will depend on industry feedback, recommendations, and support. It is a unique opportunity for the North American screen community to come together and shape the future of the industry.

FAQs

Q: What is the goal of the Content Market?
A: The goal is to create a new platform for industry professionals to come together, network, and do business.

Q: What kind of content will be showcased at the market?
A: The market will feature a range of content, including films, TV shows, and digital projects, from around the world.

Q: Will the market have any specific focus or themes?
A: Yes, the market will have a focus on Canadian and Indigenous-focused content, as well as a technology focus encompassing digital and virtual works.

Q: How will the market be structured?
A: The market will be structured around sales, screenings and audience test screenings, works in progress, co-productions, and co-production meetings.