POP Japan series heralds new programming strategy inside the cultural hub
It is the day after the Toronto International Film Festival’s first staff retreat with its refreshed leadership team – up in Kleinburg, Ont., an hour north of the city – and Anita Lee is eager to get down to business.
The question has been central to TIFF’s existence since it opened its five-screen Bell Lightbox headquarters almost 13 years ago. But the issue is now being debated, analyzed and dissected in a more thorough and fierce fashion than ever before, thanks to Lee’s new position within the organization, in which she is charged with both festival programming and everything else that goes on inside the Lightbox .
One step in that direction is TIFF’s new spring series POP Japan. The series aims to make room for the art-house fare that attracts its Cinematheque crowd , but also draw in cult audiences , and families . Like other Cinematheque screenings, all the POP Japan titles will be free to TIFF members. “We’ve previously programmed movies in theatres that were too small, we could have had repeat screenings of titles that were in-demand, and audiences needed information with a much longer lead time,” says Lee. “We’ve heard from people that they would have loved to see this or that film, but didn’t realize that they were even happening. We have to be more consistent in how the films are presented, when they’re promote, and when audiences can purchase tickets.
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