TIFF Unveils Plans for 2026 Content Market

Market Details Unveiled

Toronto International Film Festival (TIFF) organisers provided more details of 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.

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.

Market Objectives

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.

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

Industry Feedback

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 Movements

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. San Sebastian Film Festival takes place in late September.

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.

CEO Cameron Bailey on the Content Market

Asked by Screen prior to TIFF if the goal of the Content Market was to knock out AFM, CEO Cameron Bailey said, “Not at all, that’s not it. We’re not thinking so much about other initiatives and events in North America; rather, we think here’s something unique that we can build here.”

Conclusion

There is still a lot that will play out before 2026. TIFF chose not to comment on whether a potential date change was on the table and sources emphasised industry feedback, recommendations and support were key to the success of the upcoming market.

FAQs

Q: What is the goal of the Content Market?

A: The goal is to more than double the current number of industry attendees and boost the combined value of sales deals.

Q: Will the Content Market affect the existing festival and market calendar?

A: Yes, the timing of the Content Market may have implications on the festival and market calendar.

Q: Will industry feedback be taken into consideration?

A: Yes, industry feedback, recommendations and support are key to the success of the upcoming market.

Q: Will the Content Market be a formal market?

A: Industry delegates appeared divided on the notion of a formal market, with some preferring a soft launch and others advocating for a formal market component.