The film industry is a flashpoint in Trump’s trade war. Enter TIFF: The Market

When Cameron Bailey, CEO of the Toronto International Film Festival (TIFF), pitched the idea for TIFF: The Market a few years ago, he didn't emphasize supporting the arts or enhancing culture. Rather, he made a business case for the event, promising Canadian creative professionals more opportunities to meet their global counterparts and establish relationships.

Bailey pointed out that Canada is home to remarkable artists, craftspeople, and creative professionals, often at an outsized level compared to its population size and relative to other countries. This argument led to a $23 million investment from the federal government in 2024, a move that is now beginning to show results.

The launch of a robust film marketplace at TIFF this week is timely, especially given the film industry's role as a flashpoint in U.S. President Donald Trump's protectionist agenda. As the trade war with Canada heats up, Trump has now endorsed a federal film and TV tax incentive to stimulate domestic production. He tweeted, "We will bring this once great industry BACK TO AMERICA."

In response to this potential threat to Canada's film industry, Bailey is positioning TIFF: The Market as a countermeasure. The market will provide a platform for international connections to be forged and nurtured, as Bailey believes the American film industry thrives when it taps into global connections. If Trump's approach to partnering with Canada becomes unattractive for American producers, TIFF: The Market could serve as an alternative venue where Canadians can find new collaborators.

Deals have always been made at TIFF, typically in casual settings like coffee shops or hotel lobbies. Charles Tremblay, who recently joined TIFF as head of the market, noted that deals occur at various stages of a film's development, from obtaining rights to source materials to securing partners before production begins and distributing the finished film.

For companies with a film in the official TIFF selection, showcasing their in-development projects at the festival could be beneficial. However, in past years, those without an official TIFF film might have found it less worthwhile to attend.