The handicapping has already started after the Toronto Film Critics Association on Tuesday said the cash prize for its best Canadian feature award for 2010 has been sweetened to $15,000, thanks to Rogers Communications.

The mobile and cable giant raised the value of the Rogers Best Canadian Film Award from $10,000.

“As long time supporters of the Canadian film and television industry, we’re pleased to enhance the prize awarded to the best filmmaker in the country as chosen by the Toronto Film Critics,” Phil Lind, vice chairman of Rogers Communications, said in a statement.

There’s also a new Deluxe Studio Film Award, valued at $3,000 in post-production services from Deluxe for the winning filmmaker.

And the Toronto film critic’s pre-kudosfest cocktail party on January 12 is to be underwritten by the a new lead sponsor, RBC.