Pinterest has signed a deal to become an official media partner for the Toronto International Film Festival (TIFF).
On Sept. 7, Pinterest will create a “Filmspiration Hub” on its platform, featuring film line-ups, fan content, red carpet looks, images from the TIFF Portrait Studio and interviews with celebrities asking what inspires them. The hub will be updated throughout the festival, which runs until Sept. 17.
Pinterest will also partner with influencers such as lifestyle creator Lil Gabi D and fashion creators Fred Anyona and Sonakshi, creating content showing how films inspire them.
“Movies have the power to inspire us in so many incredible ways and on Pinterest that visual inspiration leads to a new aesthetic, a fresh look, a genre-inspired renovation and so much more,” said Nadine Zylstra, global head of programming and originals at Pinterest. “We are thrilled to partner with a world-renowned festival like TIFF and we hope that by giving Pinners backstage access to the festival we will provide the inspiration they are looking for to create a life they love.”
According to Pinterest data, the platform has become an increasingly popular place for entertainment inspiration with searches for “movie recommendations” up 140% year-over-year and engagement on entertainment video content increasing by 32% quarter-over-quarter.
Entertainment has been an increased area of focus for Pinterest globally, having partnered with Tastemade, Condé Nast Entertainment, Dotdash Meredith and Westbrook Media since last year, with the focus on creating more original content around entertainment properties.
Other TIFF media partners include Snapchat, TikTok, Toronto Star, Toronto Life, Fashion, Hello! Canada, Letterboxd and Rotten Tomatoes.
Last week, it was reported that long-time lead partner Bell would be ending its sponsorship of TIFF after the 2023 edition of the festival. Over the weekend, both Bell and TIFF confirmed the news, though Bell clarified that its current term expires at the end of 2023, and that it would not renew its sponsorship “to invest in other opportunities that are core to our business.” Bell has been a TIFF sponsor since 1995.
