Rogers Celebrates 50 Years of TIFF with Campaign Honouring 'The People’s Festival'

In a landmark year for the Toronto International Film Festival, Rogers deepened its commitment as the official presenting partner, aligning with TIFF’s 50th edition to celebrate what truly makes the Festival iconic: its audiences.

Building on the success of its 2024 campaign, Rogers expanded its presence across the Festival with a bold creative platform that honoured TIFF as 'The People’s Festival.' This strategic positioning reflected a shared value between Rogers and TIFF: connecting Canadians to the best entertainment experiences, while spotlighting the discerning taste of TIFF audiences who have long influenced global cinema.

From critics to tastemakers

Last year’s campaign, 'Everyone’s a Critic,' captured the spirit of TIFF-goers who transform into passionate film reviewers, sharing their unique perspectives and shaping the cultural conversation around cinema.

In 2025, Rogers evolved the narrative with 'Great Audiences Deserve Great Films,' a campaign that paid tribute to the TIFF audience’s reputation as tastemakers. The creative drew inspiration from the Festival’s prestigious People’s Choice Award, which has historically predicted Oscar winners and cemented TIFF’s role as a launchpad for global acclaim.

Genre-bending trailers that celebrate taste

One of the most memorable elements of this year’s campaign was a trio of genre-inspired trailers that aired before every TIFF screening. Each trailer played with tropes from genres not typically associated with TIFF, while cleverly acknowledging the audience’s refined cinematic palate:

• Horror: A chilling trailer name-dropped TIFF legends like David Cronenberg, blending classic scares with auteur reverence
• Holiday Romcom: A self-aware actor lamented the formulaic nature of the genre, yearning for the depth found in TIFF selections
• Action: A weary hero craved the nuance of South Korean social commentary, nodding to the global diversity celebrated at TIFF

Every trailer was paired with a 15-second reminder to vote for the People’s Choice Award. These trailers served as both entertainment and homage, playfully engaging audiences while reinforcing the campaign’s central message: TIFF audiences don’t just watch films, they shape the future of cinema.

A partnership that puts people first

Rogers expanded partnership with TIFF in 2025 was more than a sponsorship: it was a celebration of the people who make the Festival extraordinary. By spotlighting audience influence and elevating their role in the cinematic ecosystem, Rogers delivered a campaign for TIFF that was as thoughtful as it was entertaining.

This included TIFF50 LIVE, presented by Rogers, a one-hour live Citytv show from the Roy Thomson Hall red carpet, Rogers TIFF 50 Timescape, a weekend activation in Yorkville, and Rogers Lounge which, in partnership with Liberty Entertainment, hosted the biggest stars for exclusive post-screening parties.

As TIFF looks ahead to its next chapter, Rogers commitment to storytelling and connection ensures that the people’s voice will continue to be heard: loud, clear, and critically acclaimed.