The Toronto International Film Festival (TIFF) will launch a North American content market in 2026.

TIFF announced the timeline on Thursday (May 16) at the Cannes Film Festival in France, stating that it aims to be the North American hub for buying and selling screen-based projects, intellectual property and immersive and innovative content across all platforms.

The market will include specific initiatives to support the sale of Canadian content, Judy Lung, TIFF’s VP, strategy, communications and stakeholder relations told Playback Daily. The initiative has been led by TIFF CEO Cameron Bailey and chief programming officer Anita Lee, and supported by the TIFF industry team, including Geoff Macnaughton, senior director of industry and theatrical programming.

The initiative is supported by the previously announced $23 million three-year investment from the federal government. The funds are the single largest government investment TIFF has received since the campaign to build the TIFF Lightbox, said the release.

“Whether you’re buying, selling, pitching, or connecting, Toronto has long been a great place for the film industry to do business,” said Bailey in a statement. “As screen storytelling and how it reaches audiences evolve, we plan to grow the platform and the services we offer to professionals telling stories on every possible screen. We’ll bridge Canada’s advantages as a globally connected, North American nation with the exciting talent, ideas, and resources cropping up all around the world.”

”TIFF’s new content market is a cornerstone for innovation and collaboration in the screen sector,” said Minister of Canadian Heritage Pascale St-Onge. “This significant investment by our government not only underscores our commitment to the arts and culture industry but also to fostering an environment where Canadian and international talent can thrive.”

The 45th edition of TIFF will take place from Sept. 5 to 15.

With files from Kelly Townsend

Photo by Loic Thebaud/TIFF