The Toronto International Festival, once a hub for movie stars launching their Oscar campaigns, is now shifting its focus to the business aspects of film industry. Facing competition from other festivals, TIFF is rebranding itself with a strong emphasis on buying and packaging movies.

With major films and stars choosing other festivals for their premieres, TIFF is adapting by introducing “TIFF: The Market,” featuring various sessions exploring film, television, and interactive content. Projects like a sci-fi film with Russell Crowe and Priyanka Chopra, a rom-com with Colin Firth and Halle Berry, and a new installment of the “Air Bud” franchise are among those being showcased.

While TIFF competes with Cannes and the American Film Market, it aims to highlight emerging markets in Africa and Asia. The festival is also seen as an attractive alternative for international buyers due to new incentives proposed by U.S. President Donald Trump to reshore American film production.

As TIFF transitions to a more business-oriented event, questions arise about the impact on film fans. Rising ticket prices may deter some audience members, affecting the festival’s traditional essence. Despite this, TIFF continues to showcase buzzworthy films, including Danny Boyle’s “Ink” and Julianne Moore’s performance in “The Debut.”

Incorporating TV series in its programming, TIFF features shows like Apple TV’s “Slow Horses” and the upcoming Crave series “Yaga.” Additionally, a range of Canadian films, such as “The Stunt Driver” and “Neil Peart: No One’s Disciple,” are being highlighted at the festival.

With a diverse lineup of films and events, TIFF remains a significant player in the film industry, attracting both industry professionals and film enthusiasts looking to explore the latest in cinema.