IN FOCUS AT THE TORONTO INTERNATIONAL FILM FESTIVAL

Ever since being an original sponsor of the Toronto International Film Festival (TIFF) when it began in 1976, Roots has been one of its most passionate supporters. This year, Roots took on a more leading role through its involvement in several TIFF-related initiatives in addition to creating official TIFF merchandise.

For 10 days in September, the Roots flagship store on Bloor Street was a central focal point and meeting spot for festivalgoers. Coordinated by Roots PR Director Raymond Perkins, one section of the store’s second floor was converted into a set/studio for AOL Moviefone’s Unscripted online interview show, another part was used for CTV’s eTalk entertainment program, a lounge was created to host visiting actors, directors, producers and journalists, while the walls of the store were used to exhibit 85 large celebrity portraits by Toronto-based photographer George Pimentel.

In addition, Roots helped organize and sponsor the star-studded lunch for Hollywood columnist George Christy at the Four Seasons Hotel.

Roots was also present at two TIFF-related events. For the official launch party of the Canadian edition of Hello! magazine, Roots provided 100 large Venitian Bags as gifts for VIP guests that included several Hollywood stars. The next day, the Canadian Film Centre had a BBQ for nearly 1,000 festival guests, hosted by film director Norman Jewison. Roots donated a large Banff Bag for the raffle and provided 700 leather key fobs for gift bags for special guests.