“TIFF Red Carpet Evolves Amid Corporate Presence”

Sandi Leung experienced her first Toronto International Film Festival red carpet in 2015 and found it relatively easy to secure selfies with celebrities after waiting for a few hours. However, in recent years, the red carpet experience has become more challenging due to the increasing presence of fan zones and corporate areas that are either competitive to access or require affiliation with sponsor brands.

Leung, who travels daily to the festival from Markham, Ont., to capture moments with stars, has noticed the evolving landscape surrounding the red carpets. As TIFF gears up for its 50th edition, this year’s festival will showcase premieres of highly-anticipated films like Guillermo del Toro’s Frankenstein and the latest installment of the Knives Out series, with appearances from A-listers such as Ryan Reynolds and Dwayne (The Rock) Johnson.

Meeting these stars now requires more determination and patience, as the previous open access around the red carpet perimeters has been replaced by TIFF’s evolving policies and the necessity to cater to sponsors.

According to Serena Tung, who has attended TIFF red carpets for two decades and met stars like Daniel Craig and Jennifer Lopez, the festival’s constantly changing dynamics have created challenges each year.

In response to concerns about the shrinking free space around the red carpets, TIFF emphasized its commitment to providing unique and engaging experiences for audiences to connect with filmmakers and celebrities.

Vice-president Judy Lung highlighted Roy Thomson Hall as the festival’s premier venue reserved for major premieres, an area that has seen a shift towards more corporate presence from sponsors like Rogers and Royal Bank of Canada.

Corporate booths, like those of Rogers and Royal Bank of Canada, offer exclusive viewing spaces for their customers, with limited opportunities for the general public to access these areas.

While these changes have made it more challenging for fans like Leung and Tung to interact with stars on the red carpet, the emergence of corporate booths has been essential for sustaining the festival amidst financial constraints, as noted by sociology professor Paul Moore.

Challenges for TIFF in recent years

In recent times, TIFF has faced challenges due to the impact of the COVID-19 pandemic, Hollywood strikes, and funding issues within the arts sector. Balancing the needs of sponsors and fans has become increasingly complex for the festival.

TIFF has introduced fan zones at key venues to enhance the festival experience, requiring fans to navigate new systems for access to these designated areas along the red carpet.

With the introduction of online passes via Ticketmaster this year, fans can secure entry to fan zones without the need for early morning lineups, although concerns remain about potential technical issues or high demand affecting access.

Despite the hurdles, fans like Leung and Tung are exploring alternative spots outside official venues to connect with celebrities, adapting to the changing landscape of the festival.