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With a city full of sophisticated cinema fans, the Toronto showcase allows distributors to gauge the commercial prospects of films. At festivals such as Cannes and Sundance, "those audiences mostly don't live there. It's mostly industry or press or people in the film business. The response can be a little more reserved or jaundiced or critical sometimes," said Toronto festival co-director Cameron Bailey. "Toronto audiences, these are people who love movies. They're interested and they're also informed about movies, so filmmakers can get kind of a real-world reaction." While some film distributors have closed or scaled back operations amid the economic meltdown, the sheer number and breadth of the Toronto lineup still makes the festival a prime spot to scout for new films and talent. Sony Pictures Classics has a schedule crowded with such recent acquisitions as "Doctor Parnassus" and top Cannes prize winners "The White Ribbon" and "A Prophet," yet the company is actively scouring Toronto for other films. "The economic downturn has affected us all. We're all in survival mode," said Michael Barker, co-president of Sony Pictures Classics. "But the fact is, when you look at the Toronto film festival, its value is the same as it always was, which is to launch films effectively, to get the attention of critics and academy members at the dawn of the so-called awards season, and also for companies like us to look for new films to buy." For directors whose films already have a distributor, such as Clooney's producing partner Heslov, the festival is a place to find out if their hard work might pay off with fans. "You put a year of your life into something, so I'm excited about the prospect of having it in front of audiences, hearing their reaction," said Heslov, who makes his directing debut with "The Men Who Stare at Goats," about a fringe military unit researching psychic warfare. "It comes to life with an audience in a way you don't really get when you're editing and shooting." ___ On the Net: Toronto International Film Festival:
http://tiff.net/default.aspx
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