The Toronto International Film Festival (TIFF) is launching its first official market, running from 10-16 September 2026 alongside the festival's 51st edition, and four sales, packaging and distribution heavyweights — Roeg Sutherland, Arianna Bocco, Vincent Maraval and Michael Barker — have publicly explained why they are backing it. All four sit on the 15-person TIFF Market Advisory Committee, and their support matters because it signals industry confidence in an initiative that could reshape the film sales calendar, though it remains unclear whether the wider international community will embrace the inaugural edition or wait and see.

The market, centred on the Metro Toronto Convention Centre, had signed up around 150 exhibitors and promotional bodies by the end of June. Its backers argue it fills a gap between Cannes in May and Berlin the following February — one not met by Rome's MIA or the AFM — with September's timing letting films launch sales in time for early-year production. CAA's Sutherland stressed the scheduling advantage over the November-slotted AFM, Mubi's Bocco pointed to the efficiency of buying, selling and producing at one autumn event, and Goodfellas' Maraval said the festival pairing could attract Asian buyers, pledging to bring his full sales team and announce at least two major French projects.