Rogers Celebrates 50 Years of TIFF with Campaign Honouring 'The People’s Festival'
“Great Audiences Deserve Great Films,” a campaign that paid tribute to TIFF’s audience as true tastemakers. Inspired by the Festival’s prestigious People’s Choice Award — a long-time predictor of Oscar glory — the campaign underscored TIFF’s role as a springboard for worldwide acclaim.
In a milestone year for the Toronto International Film Festival, Rogers strengthened its role as the official presenting partner, aligning with TIFF’s 50th edition to celebrate what truly defines the Festival’s legacy: its audiences.
Building on the success of its 2024 campaign, Rogers expanded its presence throughout the Festival with a bold creative platform that recognized TIFF as “The People’s Festival.” This positioning reflected a shared belief between Rogers and TIFF — connecting Canadians to world-class entertainment while celebrating the discerning tastes of TIFF audiences, whose influence continues to shape global cinema.
From Critics to Tastemakers
Rogers’ 2024 campaign, “Everyone’s a Critic,” captured the passion of TIFF-goers who eagerly transform into film reviewers, sharing their perspectives and fueling cultural conversations about cinema.
In 2025, Rogers evolved the story with “Great Audiences Deserve Great Films,” a campaign that paid tribute to TIFF’s audience as true tastemakers. Inspired by the Festival’s prestigious People’s Choice Award — a long-time predictor of Oscar glory — the campaign underscored TIFF’s role as a springboard for worldwide acclaim.
Genre-Bending Trailers That Celebrate Taste
A highlight of this year’s campaign was a trio of genre-inspired trailers screened before every TIFF showing. Each playfully reimagined familiar movie tropes while acknowledging the audience’s sophisticated cinematic sensibilities:
Horror: A chilling short referenced TIFF icons like David Cronenberg, merging classic scares with auteur homage.
Holiday Romcom: A self-aware actor bemoaned formulaic plots, longing for the emotional depth of TIFF selections.
Action: A battle-weary hero sought the nuance of South Korean social commentary, nodding to TIFF’s global storytelling.
Each trailer concluded with a 15-second reminder to vote for the People’s Choice Award — both a wink to the audience’s influence and a celebration of their role in defining the future of film.
A Partnership That Puts People First
Rogers’ expanded collaboration with TIFF in 2025 went beyond sponsorship — it was a tribute to the audiences who make the Festival extraordinary. By spotlighting their impact and amplifying their voice, Rogers delivered a campaign that was as engaging as it was meaningful.
The partnership featured TIFF50 LIVE, presented by Rogers, a one-hour Citytv broadcast from the Roy Thomson Hall red carpet; Rogers TIFF 50 Timescape, a weekend activation in Yorkville; and the Rogers Lounge, hosted with Liberty Entertainment, where stars gathered for exclusive post-screening celebrations.
As TIFF looks toward its next chapter, Rogers’ dedication to storytelling and connection ensures that the people’s voice will remain at the heart of the Festival — loud, proud, and critically acclaimed.