Determinación de Aluminio (Al)

TIFF is largest film festival in Canada. In 2011, it recorded an attendance of approximately 400,000 and registered 3,989 industry delegates. In terms of attendance, TIFF was followed closely by The

Montreal World Film Festival, with 385,000 attendees in 2011. The Vancouver International Film Festival (VIFF) recorded attendance of 152,000 in 2011.

We also collected attendance data for a further 20 of the 40 major festivals supported by Telefilm Canada. The total attendance across these 20 major festivals was 520,000 in 2011. For the remaining 17 major festivals for which we did not have data (the “non-reporting festivals”), we estimated that total attendance was approximately 442,000 in 2011.14 _{In total, therefore, major film festivals in} Canada garnered total attendance estimated at 1,899,000 in 2011.

Film festivals play a key role in the film and television sector’s value chain, since they provide a forum through which independent filmmakers can market and sell their productions to distributors or broadcasters. This marketing and distribution role can yield significant economic benefits. For the most part, this economic benefit is captured elsewhere in the value chain analysis – specifically through the distribution and broadcasting industries in the value chain.

14 _{To derive this estimate we applied the average attendance across the 20 reporting film festivals. This average,} therefore, excluded the three largest festivals: TIFF, Montreal World Film Festival and VIFF.

The Economic Contribution of the Film and Television Sector in Canada 23

Toronto International Film Festival

Founded in 1976 as “The Festival of Festivals,” the Toronto International Film Festival (TIFF) has grown to become the leading public film festival in the world and has joined Cannes and Venice on the major international circuit. Held each September, TIFF attracts an audience of over 400,000 and 4,000 industry delegates to Toronto for screenings, special events and film marketing. In recent, years numerous critically acclaimed films, including Crash, Sideways, Precious and The King’s Speech have premiered at TIFF.

In 2009, TIFF moved into a permanent facility, TIFF Bell Lightbox, in the heart of Toronto’s entertainment district. The five-story TIFF Bell Lightbox houses five public cinemas, two galleries, three learning studios, a centre for students and scholars, a bistro, a restaurant and a lounge. TIFF now offers year-round programming, community engagement and industry development. A study conducted by TCI Management Consultants in 2010 found that TIFF (including festival and non-festival activities) contributed over $131 million to the Ontario economy during the 2008-09 fiscal year.

Source: “TIFF History,” Toronto International Film Festival, accessed April 16, 2013, http://tiff.net/about/tiffhistory; “TIFF Bell Lightbox,” Toronto International Film Festival, accessed April 16, 2013, http://tiff.net/about/tiffbelllightbox; TCI Management Consultants, Economic Activity Associated with the 2008-2009 Operations of TIFF, report submitted to Toronto International Film Festival Inc., February 2010, pp. 3-4.

Exhibit 19 Film festival attendance in Canada, major festivals, 2011

Source: Nordicity estimates based on data from annual reports and web sites of film festivals.

Film festivals also generate economic benefits for the Canadian economy through the audiences and industry delegations that they attract to their host cities and venues, and through the operating expenditures associated with the delivery of their programming and events. In this sub-section, we focus on quantifying these particular aspects of film festivals’ economic contribution, rather than the benefits they indirectly generate for other value chain industries (e.g. the promotion of films

The Economic Contribution of the Film and Television Sector in Canada 24 Before deriving the total expenditures associated with major film festivals, we developed an estimate of the number of industry delegates. We had reliable data on the size of audiences and the number of industry delegates registered for TIFF and nine other major film festivals. The data for the ten major festivals, including TIFF, indicated that delegates comprised 1.4% of total attendance. This percentage was applied to the estimate of total attendance at all major festivals except TIFF, 1,499,000, to arrive at an estimate of 14,465 delegates at those other 39 major festivals (Exhibit 20). The total number of delegates across all 40 major festivals was therefore 18,634.15

Exhibit 20 Total attendance and number of industry delegates at major film festivals in Canada, 2011

TIFF Other major

film festivals Total

Attendance 400,000 1,499,000 1,899,000

Delegates 3,989 14,465* 18,634

Source: Nordicity estimates based on data from annual reports and web sites of film festivals.

* This figure includes an estimate of delegates to Montreal World Film Festival and Rencontres internationales du

documentaire de Montréal based on the average ratio of delegates per attendees (0.014 delegates per attendee) for the ten film festivals that reported both data points (a 25% sample).

We obtained reliable metrics on attendee and delegate expenditures for TIFF from TCI Management Consultants’ 2010 study of the economic impact of TIFF, Economic Activity Associated with the 2008- 2009 Operations of TIFF. To derive estimates of attendee, delegate and operating expenditures for the other major film festivals, we applied the average per-attendee expenditure implied by the TCI study and our own collection of data for selected film festivals. These average per-attendee spending amounts were multiplied by the total number of attendees, 1,499,000, at all major film festivals (excluding TIFF).

First, we estimated major festivals’ total operating expenditures on the basis of an average operating expenditure per attendee of $22.20 (Exhibit 21). Total festival operating expenditures (excluding TIFF) in 2011 were equal to $33.3 million.

We also estimated visitor spending, that is, the spending by attendees on local accommodation, travel and food. Note that since many festival attendees are often local, they would not incur significant spending on accommodation, travel and food, thus bringing down the average. We estimated total visitor spending at $22.8 million in 2011.