TIFF Launches First Official Film Market to Rival Cannes and AFM

The Toronto International Film Festival is launching its first official content market. Dubbed TIFF: The Market, the new event will run for seven days in September 2026. This move is a significant shift for the festival, which has long operated with an informal sales environment.

The Canadian government is backing the initiative with a major investment. Reports confirm funding of $16 million CAD to establish the marketplace.

Industry Reacts with Curiosity and Concern Over Timing

The announcement has sparked a mixed reaction from film industry veterans. A primary concern is the new market’s timing on the annual calendar. TIFF occurs just three months after the Cannes Film Market and a few weeks before the American Film Market.

This scheduling could make it difficult for sellers to assemble film packages. According to industry analysis, projects often only come together at the last minute for AFM. Toronto’s earlier date presents a unique challenge for sales agents.

A Broad Vision for Content Beyond Traditional Film

TIFF leadership emphasizes that this will be more than a standard film market. The vision is to create a hub for all content types. This includes television, gaming, and immersive XR experiences.

The festival also plans to host a co-production forum. This would help international producers secure financing for new projects. However, this broad ambition overlaps with other major events like Gamescom and MIPCOM.

The move comes during a period of great disruption for independent film. Traditional business models have eroded, leaving a gap in the market. Many see Toronto’s international prestige as a solid foundation for a new North American hub.

Some European buyers may prefer Toronto for political reasons. Travel concerns to the United States could make Canada a more attractive destination for international attendees.

Info at your fingertips

What is the TIFF Film Market?

It is a new official content marketplace launching in 2026. The event will run concurrently with the Toronto International Film Festival for seven days.

When will the TIFF market take place?

The first edition is scheduled for September 10-16, 2026. It is designed to slot into the existing festival schedule.

Who is funding the new TIFF market?

The Canadian government is providing the financial backing. The investment is worth $16 million CAD to launch the initiative.

How does this market differ from AFM or Cannes?

TIFF aims to be a broader “content market” beyond finished films. It will include television, gaming, and immersive media alongside traditional cinema.

Why are some industry experts skeptical?

Key concerns revolve around its timing relative to other major markets. There are also questions about the economic feasibility of attending multiple fall events.

Could this market replace the American Film Market?

It is unlikely to fully replace AFM in the immediate future. However, it could become a preferred alternative for certain sectors, especially European art house distributors.

Trusted Sources: The Hollywood Reporter, Reuters