TIFF and the art of self-promotion

BaBa Zula rocks TIFF

Story & photos by Allan Tong

Each September, the world's second-largest film festival (after Cannes) attracts armies of filmgoers, showbiz heavies and journos. A while back (I don't know when), some marketing folks began to open drop-in lounges to promote everything from eyeliner to self-published mafia memoirs. Meanwhile, state film commissions throw lavish parties to promote their nation's filmmaking industry while film producers orchestrate death-defying stunts. On King Street, which was closed to traffic during the first half of the fest, tea, chocolate and other vendors were giving away samples to long lines. They all aim to generate Tweets and blog space for themselves and their clients. Hey, there's a huge market at TIFF. Let's hang our shingle here. 

Funnyman Zalone opens the ICFF in Toronto

story by Allan Tong

photos by Sally Warburton

"Thank you for the orgasm," declared Italian funnyman, Checco Zalone.

ICFF opens in grand style in Toronto

by Allan Tong

You gotta hand it to the Italians: They know how to party.

The Italian Contemporary Film Festival opened in Toronto last night with a screening of the biopic, L'Oriana, about legendary journalist Oriana Fallaci (review here) at the TIFF Bell Lightbox, then a gala party at Roy Thompson Hall.

Savoury samples, including pork sandwiches, pizza and lobster rolls, were served indoors while the outdoor patio hosted a live band and a dizzying array of Italian sweets from the likes of The Big Cannoli, Exquisitely Yours and Dolcini that would kill any diabetic.

Screenings continue all weekend in Toronto, Vaughan, Montreal and Quebec City. Check back here for reviews.