Toronto Ad Deal Could Pave Way for Croisette-Style Movie Billboards

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A brand-integration pact with Cue Digital Media for Bell Lightbox and the surrounding neighborhood may lead to outdoor signage aimed at film distributors and the media.

TORONTO – Is Toronto set to follow Cannes and line King Street with movie billboards, with advertising banners hanging down the walls of Bell Lightbox and Roy Thomson Hall?

Not yet, insists David U.K., CEO and founder of Cue Digital Media, which has been tapped by the Toronto International Film Festival for low-tech digital signage and in-theater and film-program advertising to generate added revenue for the prestigious event.

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In the summer run-up to the September gathering, TIFF is looking to keep advertising indoors, especially in Bell Lightbox.

But longer term, there could be opportunities for the major studios to display their billboards outdoors to international distributors and the media.

“There is an opportunity to do unique interesting things,” U.K. said about moving toward a Hollywood & Highland at King and John streets in downtown Toronto.

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Besides street-front billboards, TIFF is also looking to entice brand marketers to advertise around year-round programming.

“They’ve invested heavily in the Canadian theatrical industry and the exposure of the Bell Lightbox. They have a very engaged and captured audience, both from a tourist and theatergoing perspective,” U.K. said.