R eel Canada’s National Canadian Film Day is marking its 10th anniversary in a “massive” way, say organizers.

Wednesday’s event (April 19) will be fully in-person for the first time in three pandemic years with screenings at some 1,500 venues in approximately 700 different communities, while internationally there will be 110 screenings in 45 countries — double 2022 numbers. Not to mention screenings by 25 broadcasters and streaming platforms and on the CanFilmDay platform.

Playback Daily asked Sharon Corder, artistic director of Reel Canada, and Jack Blum, executive director of Reel Canada, about the impact and future of the event that will also include tributes to Gordon Pinsent, Jeff Barnaby and Ravi Srinivasan, among other programming.

Playback: How has National Canadian Film Day grown and evolved over the past 10 years?

Sharon Corder: We launched in 2014 with 70 screenings across the country and we thought, “This is big!” The joke was on us, apparently. Gradually the screening numbers grew, more and more broadcasters came on board, we introduced the international component. Teachers started pinning the date in their school year calendars. Now it’s truly a monster, with hundreds and hundreds of partners who return year after year and tens of thousands of Canadians attending screenings.

PB: What do you consider to be a Canadian film in order to qualify for National Canadian Film day?

Jack Blum: Our favourite question. When we are talking to civilians — that is, non-industry people — we like to talk about movies made by people who live in Canada, but technically we generally go with the [Canadian] Academy’s standards, i.e. if it can win a [Canadian Screen Award], it’s Canadian.

PB: How vital would you say National Canadian Film Day is to the health of the industry?

SC: I think we all agree that if we want to continue to make our own movies, it is imperative that we get them in front of audiences. National Canadian Film Day does that, almost like an alternative distribution system. At the same time it serves as a big promotional campaign to the public at large for the idea of Canadian film as fun, entertaining and relevant. So it’s a part of the solution. Is it “vital to the health of the industry?” That is for others to say.

PB: How would you characterize the importance of this year’s event amid crucial conversations about the definition of Canadian content as Bill C-11 makes its way through Ottawa?

JB: One of the big aims of C-11 is to address the fundamental problem of awareness and accessibility of Canadian audiovisual content. The content is there, but Canadians don’t hear about it and can’t find it. CanFilmDay proves that Canadians want to see their own stories. When given an opportunity to watch some Cancon, they embrace it, they celebrate it. So National Canadian Film Day validates the approach that C-11 is taking, and the kinds of solutions it is enacting. It’s something that both the industry and the government can hold up to demonstrate that the general public cares.

PB: What is the business strategy for National Canadian Film Day in terms of growing and finding new sponsors or partners?

JB: As any non-profit organization will tell you, the sponsorship landscape right now is extremely difficult, and we are all at the mercy of whatever particular focus a potential sponsor or foundation has adopted. When we “compete” for philanthropic dollars, we are in the same line as all the other worthy causes. So we are on a constant search for people and organizations that share our belief in the importance of nurturing Canada through its culture. You know anyone?

PB: What has the participation from distributors for this event been like over the years?

JB: This event cannot exist without the full participation of the distribution community. Period.

PB: Where do you see National Canadian Film Day in another 10 years from now?

SC: Ten years ago, it was hard for us to imagine the level of growth and success that we’re currently experiencing. And yet, here we are. In 2033, we hope that CanFilmDay is a well-funded cultural institution that all Canadians are aware of, and that every community in this country celebrates what we hope will be a thriving industry producing great homegrown stories.

Photo courtesy of Reel Canada