By Carla Warrilow Posted September 14, 2012, 5:13 PM EDT
TORONTO The Toronto International Film Festival kicked off on September 6 and wraps up this Sunday. Throughout the festival's duration, events ranging from large premiere parties to intimate sponsor lounges took place in venues throughout the city.
Offering more than just the chance to rub shoulders with celebrities, the events have become increasingly important vehicles for deal-making. “The industry has changed,” said Jordan Fogle, C.E.O. of the Mint Agency, which partnered with the Branding Bee to produce several events at TIFF this year. “In today's landscape, films are sold during the actual festivals or at the film's after-parties.”
Brands too seized on the opportunity to market their wares, creating striking activations with colourful bottles, offering free tattoos, and splashing brand imagery all over hotel spaces. Here's a look at some of the eye-catching details that set the backdrop for hobnobbing and big business during TIFF.