The Toronto International Film Festival has turned to Toronto-based Cue Digital Media to find brand integration and advertising opportunities for the TIFF Bell Lightbox and its year-round programming.

David U.K., CEO and founder of Cue Digital, told Playback that digital signage, in-theatre and film program advertising were just a few of the possibilities to come from the new revenue-generated initiative at TIFF.

“They’ve invested heavily in the Canadian theatrical industry and the exposure of the Bell Lightbox. They have a very engaged and captured audience, both from a tourist and theatre-going perspective,” he said of the market he’s targeting for brand marketers.

The launch of Bell Lightbox in September 2010 opened the way for online, print and display media advertising to now be developed with customized integrated sponsorships, U.K. explained.

Here high profile programs and exhibitions, daily in-theatre advertising, digital screens in lobby, online opportunities at TIFF.net and street level outdoor signage were all avenues to exploit, he added.

“TIFF is enthused to partner with Cue Digital Media. We are pleased to be able to present unique opportunities for Canadian advertisers through our year round activities,” said Howard Kerbel, vice president of sales, marketing and sponsorship at TIFF, in a statement.