Pinewood Shepperton on Thursday introduced itself to the Toronto studio market with equal part swagger and reserve as befits a British studio giant.

‘Our role is to use the experience that we’ve gathered over 75 years and work with the management team and skills in the Toronto market to bring as much production as we can to Toronto,’ Pinewood Shepperton CEO Ivan Dunleavy said as he unveiled a five-year management pact with the newest investors, including the City of Toronto, at the former Filmport complex.

Dunleavy stressed Pinewood Shepperton’s long history with marquee properties like the James Bond and Harry Potter franchises to underline the muscle it will bring to marketing the rebranded Toronto Film Studios facility in the U.S. and elsewhere internationally.

As part of its sales and marketing deal, Pinewood Shepperton will earn fees based on the revenue it generates by filling the studio’s seven soundstages.

Pinewood Shepperton named Edith Myers to run Pinewood Toronto Studios as its managing director, reporting to chairman and minority investor Paul Bronfman. The British studio giant will also use its London-based sales and marketing team to help market the Toronto studio.

Myers and her team replace outgoing Filmport president Ken Ferguson, who sold his stake and left the studio on Tuesday, along with wife and former studio general manager Linda Ferguson.

Dunleavy said his three British studios have around 310 equipment and service suppliers on their lots, and that Pinewood Shepperton envisioned a similar clustering of suppliers and jobs at its Toronto studio.

At the same time, the British executive remained tight-lipped about current and future tenants.

‘We will really be announcing productions that are completed, rather than the ones coming to Pinewood Toronto Studios,’ Dunleavy told a media conference call.

He also asked for time so the Pinewood Shepperton sales and marketing team can gear up to promote its new Toronto business.

‘It’s not as if people are putting a film into production tomorrow simply because the Pinewood name is on the door,’ he argued.

Dunleavy was also coy about whether Pinewood Shepperton will shift big-name projects from its busy British stages to its new North American beachhead.

The Pinewood boss instead said projects spawned by a long-established coproduction treaty between Britain and Canada were well suited to fill the Pinewood Toronto Studios facility.

Dunleavy danced around the question of whether, and when, Pinewood Shepperton may take an equity stake in the Toronto studio.

‘We have a sales and marketing agreement now. I don’t rule out or rule in how that may change, and I think our task right now is to bring as much film and TV production work as we can into the Toronto market,’ he said.

It didn’t take long for Pinewood Shepperton to land in the political briar patch that has long surrounded the high-end Toronto studio.

‘Cinespace welcomes competition but wonders how local studios are supposed to compete against a taxpayer-subsidized studio,’ Steve Mirkopoulos, president of the competing studio, said Thursday as Pinewood Shepperton rode into town.

But Dunleavy insisted the rising tide that Pinewood Shepperton aims to bring Toronto will lift all boats.