Katherine Brodsky Last year, at the Toronto Intl. Film Festival, Telefilm Canada had launched a campaign to invite audiences to return to cinemas.
They called it “Feel Again” and had partnered with distributors, cinemas, festivals, broadcasters, Air Canada — and even filmmaker Director X — to help drive audiences to re-discover Canadian films. “We really spent last summer doing different audience-focused partnerships,” says Francesca Accinelli, VP, promotion, communications and international relations at Telefilm Canada and interim CEO for the past 10 months. “As always, we try and connect with audiences where they are versus creating a whole new audience.” That meant that if they were going to Tim Hortons, part of their strategy was to reach them there. “One of the things we’ve always sort of focused on is discoverability,” she explains.
The website See It All (seeitall.telefilm.ca) was finally seeing traction. “I don’t know what it was, but I have to say that something kind of happened and I felt like people were talking Canadian films again for the first time in a long time and more journalists started doing profiles on Canadian filmmakers.” There was an atmosphere of excitement.
There was fresh talent on the horizon. Anthony Shim’s “Riceboy Sleeps,” about the trauma of immigration, had won the TIFF 2022 Platform Prize and several other awards.
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