As the lead sponsor of TIFF, Bell’s activations are a focal point of the festival. This year, the company has brought a four-story structure to David Pecaut Square, featuring a Hollywood-style makeup room, product demos, a sound stage for Bell Media’s entertainment shows like CTV’s eTalk, a blue screen that puts users live on the red carpet and three different viewing areas from which to watch the stars as they enter Roy Thompson Hall.

Even though “the box,” as the company has been calling it, is part of Bell’s larger festival strategy, bringing it to TIFF gives it access to an audience that hasn’t been at other events.

Watch as Dave Rivers, director of national sponsorships at Bell gives MiC a tour of the box and it’s new activations for 2014.

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