TFV:A question to you both; how many times or years have you attended TIFF, Toronto for European Film Promotion?
SONJA HEINEN: This year, it is EFP’s 25th year at TIFF! We started back then with a small table with a sign on it saying: “The Europeans.” In 2016 we re-invented this idea and organized a EUROPE! UMBRELLA booth for the first time, and since then, we have continuously expanded our collaboration with TIFF. It has been one of the best gateways to the North American market for us.
TFV: Other than TIFF, is there another film festival that you have attended as much as TIFF?
SONJA HEINEN: Of course Berlin and Cannes, which we have attended since EFP was founded in 1997. In Berlin we run our program EUROPEAN SHOOTING STARS and at Cannes we introduce annually our EUROPEAN PRODUCERS ON THE MOVE.
TFV:Can you explain your role leading up to TIFF, and while you are at Toronto, what exactly is your role?
SONJA HEINEN: Our goal is to promote the European films at TIFF, to help them get enough attention, to attract buyers to them, and to give support and a platform to the sales companies to sell them to North America and worldwide.
We are matchmakers and are present at TIFF with our EUROPE! UMBRELLA representing many European countries, which serves as a meeting point and a one-stop-shop for all you might want to know from Europe.
TFV: What are the major changes to TIFF that you have observed over the years?? Are there more Euro Films now at the festival?
SONJA HEINEN: The number of European films at TIFF has considerably increased in the past 25 years, but maybe not in the past 2-3 years. TIFF has always been a very good launchpad for European films in North America, but due to Covid-caused developments and a considerable increase in travel costs and prices, there are less people coming. But we hope TIFF will return to its former shape as before.
TFV: Why is Toronto such an important festival for European filmmakers, and for EFP??
SONJA HEINEN: As I said, it used to be an excellent launchpad for European films in North America. Before Covid it was also a great place to sell European films, but this has to be re-evaluated now, because the market changed drastically and has not yet fully recovered.
For European filmmakers it is great because they see their films there with the North American audience.
“Ahh,” and we have experienced that it is extremely useful for European films when they have their world premiere in Venice, and the North American premiere at TIFF.
TFV:? This year, EFP members have several global Premieres; what promotional events will EFP have during the festival??
SABINE ROLINSKI: As EFP, representing 37 European countries, we will have an international reception that annually celebrates European cinema. The attending national film institutes are running their individual formats to promote their films and their talent attending.
TFV:? Does EFP facilitate distribution meetings for European filmmakers attending TIFF??
SONJA HEINEN: EFP has organized – in coop with TIFF Industry – a dedicated Showcase for New European Films with the filmmakers and 25 North American buyers, already in the end of August, in order to attract the buyers’ awareness to the films before the festival starts. This is a big portion of direct-to-buyers promotion for these films and hopefully a good help for the sales companies.?
Also, we promote 18 selected titles (1 per country) at our EUROPE! UMBRELLA and online.
At the EUROPE! UMBRELLA in the TIFF Industry Center, European sales companies have individual tables to meet with distributors, and you can also find the European promotion institutes at our booth.?
TFV: Other than the European films at Toronto, what other films do you enjoy seeing?
SABINE ROLINSKI: We like to see all kinds of films featuring all the small or big stories happening in the societies all across the globe. The more we can see the more we can learn about what makes us tick and engage with passion, i.e. for our beautiful planet and a friendly world.
TFV: After TIFF, what other festivals will you be attending this year?
SONJA HEINEN: The next festival is Busan, where we organize a big EUROPE! UMBRELLA for more than 30 European world sales companies at the ACFM in cooperation with Unifrance.?
