Cue Digital Media CEO David UK revealed the details of the company’s latest foray into entertainment properties on Wednesday, announcing a new partnership with the Toronto International Film Festival (TIFF).

The deal will see the digital entertainment company, which currently represents sites like Collegehumor.com and Funnyordie.com, represent the year-round traditional and digital ad inventory for the festival organization.

Cue will offer advertisers a variety of options, including in-cinema pre-roll, traditional and digital signage at the TIFF Bell Lightbox and standard and premium display ad opportunities on Tiff.net.

It will also work with TIFF’s sponsorship team and its major clients to help augment and develop year-round sponsorship packages, as well as look into adding custom content integration opportunities, both around the festival and throughout the year.

UK tells MiC that TIFF was a good fit for Cue because the festival has grown into an iconic Canadian and global brand in the entertainment vertical, which is at the heart of Cue’s business.

He says that TIFF’s expansion from a 10-day festival to a year-round brand with multiple festivals, exhibits and programs has allowed it to branch out and reach more diverse and attractive audiences, while luring in higher-end sponsors.

He points to Lightbox series like the ongoing Century of Chinese Cinema festival, which RBC is leveraging to engage with new Canadians, and the TIFF Kids Festival, which brands are using to reach families with children.