UPDATE: As the Toronto International Film Festival (TIFF) marks its 50th anniversary, co-presidents of Sony Pictures Classics, Tom Bernard and Michael Barker, dive into their rich history at this iconic event. Their insights come just ahead of this year’s festival, where films like Richard Linklater’s Blue Moon and Scarlett Johansson’s directorial debut, Eleanor the Great will be showcased.
TIFF has evolved dramatically since its inception, and Bernard notes, “In the early ’80s, TIFF was the festival of festivals, showcasing the best films from around the world.” He emphasizes how the festival has shifted focus toward securing exclusivity for Oscar contenders due to the changing Oscar timeline.
Barker highlights the festival’s unique audience, describing them as “spontaneous and responsive,” providing invaluable feedback that shapes marketing strategies for films. This year, as audiences gather in Toronto, the excitement is palpable, and the stakes are higher than ever for filmmakers aiming for Oscar glory.
The duo reminisced about unforgettable moments at TIFF, including meeting former President Jimmy Carter and his wife, Rosalynn, in a green room. “It felt like we were part of some diplomatic group,” Bernard recalls, emphasizing the festival’s charm beyond just film screenings.
A pressing concern for the specialty box office was raised by Bernard, who noted that despite a huge appetite for films, major theater chains are still adapting to modern marketing strategies. “They need to better use customer data to alert audiences about what’s playing,” he said, calling for a transformation in how movies are marketed.
Barker added that while box office performance is a key measure, it’s not the full story. “Our goal is to make these films evergreen,” he explained, highlighting the importance of quality cinema over immediate financial returns.
In a moment that showcases the human side of film festivals, Barker recalled a screening of Lily Tomlin’s one-woman show, where she performed in a whisper for him during the show. Meanwhile, memories of Philip Seymour Hoffman and his mother cheering from the audience remain etched in their minds, illustrating the deep emotional connections formed at TIFF.
As TIFF celebrates this landmark year, Bernard and Barker reflect on how the festival continues to change and adapt, promising a bright future for cinema. Film enthusiasts around the world are eager to see what this year’s festival will bring, especially as major films vie for attention in an ever-competitive industry.
Stay tuned for more updates as TIFF unfolds, shaping the cinematic landscape and spotlighting films that will define the coming years.
