MONTREAL: The president of Quebec’s TVA Films is trying to grease the wheels of English Canada’s sputtering star system by using a tried-and-true Quebec promotional tool: taking the talent to the people.

Yves Dion’s test case is Mary Walsh’s comic thriller Young Triffie, a dark comedy about a murder in 1947 Newfoundland. It opens on 25 screens on April 6. Dion, who says he’s trying to combat the prevailing view that publicity campaigns for Canadian movies should be centralized in Toronto, organized a star-studded press junket for Triffie, which began March 19 and included stops in Vancouver, Calgary, Winnipeg, Toronto and Halifax.

Along for the ride were director/star Walsh, Colin Mochrie and Fred Ewanuick of Corner Gas. Quebec actor Rémy Girard and Andrea Martin were scheduled to join the tour later.

‘One of the reasons [Quebec’s] film industry works so well is because people feel connected to their stars. When a film is released, we always pile in a bus and bring the stars to smaller places across Quebec,’ says Dion. ‘They aren’t used to doing this kind of promotional tour in English Canada. It’s not a well-oiled machine like it is in Quebec. But this will be an interesting test.’

And the English-Canadian fans seem to appreciate the chance to get close to their favorite performers, said Walsh, on the phone from Calgary.

‘Well, women are absolutely thrilled to see Fred Ewanuick in person, but you know what girls are like,’ she said, laughing. ‘People love Corner Gas and they love Fred. It just makes so much sense for us to sell the movie like this.’

Walsh echoed Dion’s frustration with Toronto-centric publicity. ‘You really have to insist that going to a place such as Regina is important. But Canada is a huge land mass. Going on the road just makes so much sense. We are generating buzz everywhere we go,’ said the veteran performer and former This Hour Has 22 Minutes star, adding that she’s impressed with how familiar audiences seem to be with Triffie.

Walsh and Triffie’s other stars have been doing radio, TV and press interviews in each city as well as introducing the film at special public screenings. Local media and sponsors have also been giving away free tickets to screenings, which have been full, she added.