Taking to social media to discuss passion points – like celebrities, events and films – can forge friendships, relationships and even rivalries with people on the other side of the planet.

But for this year’s Toronto International Film Festival (TIFF), Twitter wants to bring that experience to people in person, uniting festival attendees with an experiential location it’s calling #TwitterHouse.

Twitter has previously partnered with the festival, but its alignment has manifested more in online activity – like hosting live red carpet specials of ET Canada and promoting festival highlights through Twitter Moments. But Laura Pearce, head of marketing for Twitter Canada, says it was time to do something different.

“We’ve been really focused on the theme of conversations this year. There are really lively communities of people with different passion points on Twitter in Canada. There’s ‘Hockey Twitter,’ and ‘Film Twitter’ is definitely a thing, as well as ‘Celebrity Twitter.’ So this was a perfect combo of two things that have a real community on Twitter.”

#TwitterHouse will be situated directly across from Roy Thompson Hall and was created in partnership with film studio Elevation Pictures. Kicking off Sept. 5, Twitter will host its Blue Room Q&A series out of the house. The Blue Room was an initiative created by Twitter in which celebrities and public figures partake in interviews and chats. While the Blue Room normally takes place in Twitter offices around the globe, the festival-themed Blue Room will take place onsite at the festival.

Twitter will also maintain its physical presence at TIFF through its #SheInspiredMe event dedicated to trailblazing women in the film industry featuring a panel with the cast of Hustlers at the Assembly Chef’s Hall. The event will be live-streamed on Twitter globally.

The festival activations will be complemented with a consumer-facing campaign. On Sept. 7, Twitter will engage in a 24-hour OOH takeover at Yonge and Dundas Square with creative reminding Canadians about the festival and encouraging them to tweet kind things to their favourite TIFF stars. A stream of TIFF Tweets will be on display through Twitter’s partner Dive Networks, with excited messages like “I can’t wait to breathe the same air as Michael B. Jordan.”

Twitter worked with Vizeum on both the OOH media buy and the partnership with Elevation, while creative for the consumer marketing and branding was done by creative agency Open.