UPDATE: As the Toronto International Film Festival (TIFF) celebrates its 50th anniversary, co-presidents of Sony Pictures Classics, Tom Bernard and Michael Barker, reflect on decades of pivotal moments at the festival. This year’s event kicks off with screenings of Richard Linklater’s Blue Moon and Scarlett Johansson’s directorial debut, Eleanor the Great, among others.
In a recent interview, Bernard and Barker shared their excitement about TIFF’s milestone and how it has evolved over the years. “The Toronto Film Festival was the festival of festivals,” Bernard stated, emphasizing the enthusiastic Canadian audience that amplified every cinematic moment. He noted that today’s festival is more focused on securing exclusives and aligning with Oscar campaigns due to the shifting dates of the Academy Awards.
WHY THIS MATTERS NOW: TIFF has become a crucial launching pad for films seeking Oscar recognition, particularly as it marks a shift in how films are marketed and perceived in the industry. As the event approaches on September 7, 2023, the spotlight is on how it shapes the trajectory of films in a competitive landscape.
Barker elaborated on the festival’s impact, saying, “The audiences are spontaneous and responsive,” which plays a critical role in shaping marketing strategies for films. The duo reflected on their deep connections with filmmakers, recalling experiences with legends like Rainer Werner Fassbinder and Werner Herzog that have enriched their journey.
One standout memory for Bernard was discovering Orlando at a screening with a sparse audience. “I walked out thinking, ‘We have to get this right away,’” he recalled. The nostalgia continued as they reminisced about personal encounters with notable figures like Jimmy Carter, who they met during a documentary screening. “We felt like we were part of some diplomatic group,” Bernard said, reflecting on the intimate moment shared with Rosalynn Carter.
Looking to the future, both industry veterans see a need for theaters to adapt to modern marketing approaches. Bernard pointed out that while there is still a robust appetite for films, theaters must embrace data-driven strategies to keep audiences informed about upcoming releases.
Barker emphasized that box office performance is not the sole measure of success for specialty films. “Our goal is to make these films evergreen,” he stated, highlighting that quality films can thrive beyond their initial theatrical releases.
As TIFF prepares to kick off, the excitement is palpable, not just for the films but for the memories and connections that continue to shape the festival’s legacy. “I will never forget the joy of watching audiences respond to our films,” Barker concluded, underscoring the emotional resonance that TIFF holds for filmmakers and audiences alike.
Stay tuned for updates as TIFF 2023 unfolds, with new films set to capture the hearts of moviegoers around the world. The festival runs from September 7 to September 17, 2023, promising a lineup that showcases the best of cinema’s past and future.
