TikTok Becomes Official Partner of the Toronto International Film Festival

TikTok has secured a major partnership with the Toronto International Film Festival (TIFF) as the Official Platform Partner for 2024. Given that an estimated 47% of TikTok users discover new movies primarily through the app, TIFF stands to gain a lot of traction and attention from the new partnership – with TikTok naturally getting a big engagement boost in return.

During the festival, TikTok will introduce a range of themed brand activation events. The #TIFF24 Search Hub within the app will be a central feature, allowing users to access the latest fan content, red carpet highlights, and exclusive glimpses into screenings. This interactive hub will not only spotlight festival events but also amplify user-generated content, with the aim for stirring up active conversations and content creation that features the TIFF.

In addition, TikTok will bring a selection of creators to TIFF, who will be involved in hosting premiere screenings and participating in post-screening Q&As with TIFF Programmers. Alongside this will be a panel discussion on “the power of fandom,” exploring how collaborations with TikTok creators can drive awareness and enthusiasm for new film releases.

By aligning with TIFF, TikTok not only strengthens its association with high-profile cultural events – such as its recent partnership with the Saudi Pro League – but also opens new avenues for brand tie-ins and increased visibility, particularly in Canada itself.