The push by a group of actors and filmmakers to oustas a major sponsor of the Toronto International Film Festival because of its business with the oil and gas industry is an epic Hollywood tale of cutting off your nose to spite your face.
The harsh reality is TIFF can hardly bear to have another foundational piece removed from its increasingly wobbly Jenga tower. Last month,said it would end its nearly three-decade relationship with the organization as lead sponsor this year, taking with it a $5-million annual injection of funds. That’s by far the biggest chunk of the festival’s yearly sponsorship take of $13.4-million, or 28 per cent of TIFF’s earned revenue.
The frivolity of the activist claims and the prospect of reputational damage from a no-win media fight raises this bigger question for RBC: Who needs the public-relations headache? That would leave Visa and Bulgari as the “major” sponsors of the festival, and have TIFF’s development staff scrambling to entice new partners in a tightening market for sponsorship dollars.
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