TIFF’10: Our favourite moments

Annnd… it’s over. TIFF’10 was amazing. So much happened, and here are some of our favourite highlights:

Debra
I have many favourite memories about TIFF 2010, but working with Helen Mirren was an extraordinary privilege. At the end of a long day together, I was admiring her Cartier ring and she took it off and told me try it on. Such a fun, sweet moment. And a really, really amazing ring on a really, really amazing lady.

Ashley:
1. To keep warm while working the red carpet for the Alliance Films TIFF celebration, I started humming Broadway show tunes. Just as “If I were a Rich Man…” was flitting through my head, a black SUV pulled up and a man named Harvey got out. I may have *accidentally* started a rock-it-wide rumour that Harvey Fierstein (who originated the role of Tevye in Fiddler on the Roof) had arrived, rather than Harvey Weinstein.  Luckily, my colleagues were quick to pull my head out of the stars.
2.  Witnessing PR manager, Lisa Power, down a full bottle of Echinacea in less than a week to combat TIFF-borne illnesses.
   
Abby
1. We were hired to work the red carpet and guest list for a few pretty high-profile events. There was one person who kept trying to crash the parties. I’m not sure that she realized that we were the same people running each event, as she kept coming up with different reasons as to why she should be let in. First, she was a media member. Then, her French boyfriend was on the list. Next, her Canadian filmmaker boyfriend emailed to get her on a list. Finally, she became the VP of a music company. It was pretty entertaining to see the creative ways she kept trying to get in. A for effort. Plus, it made us laugh when we were tired and stressed. 

2. Turning down a $200-bribe to let some guys into the private Festival Music House event. My pride & ethics say “way to go” (as does my boss), but my bank account says I’m an idiot. 

Christina

Walking Juliette Lewis down the red carpet at the Alliance Films fiesta.





Alana
My favourite moment was going to Zach Galifianakis’ It’s Kind Of A Funny Story after party with the girls from rock-it.

Listening to Coeur de Pirate at Festival Music House – the coolest TIFF event ever!  

Lisa

Checking out The Raccoons at Festival Music House.

I also enjoyed getting my mini mani from Joe Fresh Beauty at Tastemakers Lounge.

Matt: 
Getting psyched to see City and Colour at Festival Music House, but then getting a call from babysitter that my daughter woke up barfing. Needless to say, my evening ended on my knees with a sponge, instead swaying in sweaty mob of people.  
1. Seeing the gorgeous Ryan Kwanten (from my favourite show True Blood) and the swaggalicious Terrence Howard at our Tastemakers Lounge at the Intercontinental Hotel Yorkville.
2. Getting to spend quality time with my client, the lovely actress Emily Hampshire. She lives in L.A. so I rarely get to actually hang out with her – and she is one cool and entertaining lady.
  

TIFF ’10: We’re Not Just Pretty: Victoria Gormley


Victoria Gormley studied communications and radio broadcasting at Fanshawe College. After graduating, she worked on-air on Easy Rock Q97.5. She then moved to Toronto and accepted a position at Alliance Atlantis (now, Alliance Films) as an assistant in their Home Video Marketing department. Shortly thereafter, Gormley was promoted to Publicity and Promotions Manager for Home Video.

In 2006, Gormley joined the Warner Bros. Canada theatrical team as Publicity and Promotions Manager (where she currently works).
“When away from the office, whilst still tied to my BlackBerry, I try to spend as much time with my family and friends as I can, with a few bottles of wine thrown in for good measure. Muskoka, re-runs of Law & Order, shoes, The Distillery District, and low-budget disaster movies are a few of my favourite things!”

Website: www.warnerbroscanada.com

How does your company leverage PR (i.e. to generate press, to build reputation, to manage crisis communications, etc)?
We leverage PR in a variety of different ways, all with the same goal in mind – to create early awareness and drive traffic to the theatres on opening weekend and beyond.

Our main focus is to maximize each and every press opportunity that comes our way, regardless of how likely we “think” it is to generate press activity – you’d be surprised what gets picked up, and in the same way, what is given a pass.

We also find that opinion makers have massively influenced consumer behavior, so building word of mouth is critical. One of the latest tools we’ve found success with is social networking. It’s allowed us to leverage our PR efforts in a far more savvy nature than traditional methods.

What qualities are most important to you when hiring a PR team member?
From my experience, PR has more to do with personality than scholastic achievement. Energetic, personable people determined to see results have typically been a successful hire. That being said, experience is always a huge asset.

Who is your mentor or professional in the industry you admire?
I don’t have any one mentor to mention, but have had the benefit and privilege of working with many highly exceptional people over the course of my career.

What are your feelings about how PR has been positioned in the media in more recent years, on popular TV shows (Melrose Place, Sex and The City, The Real L Word, The City, etc.)?
I think it’s great that the profession is being recognized in popular programs and that more people are exposed to the idea of having a career in PR. My only fear is that it glamorizes an industry that, let’s face it,  is generally not all glitz and glamour. I hope those entering the industry are doing so for the right reasons and won’t be too disappointed when they’re not given a clothing allowance or invited to Lake Como for a script reading with George Clooney.

What’s your biggest piece of advice for PR pros, both junior and senior?
Best advice I was ever given – be positive and offer ideas. The business needs fresh thoughts and the more quality ideas you offer, the more responsibility and recognition you’ll receive. (But also remember to be respectful of the tried and true methods that have proven successful).

Advice for all – The step & repeat is for the actors in the film – stop posing and get out of the shot! 😉

What do you love most about your job?
The content always changes and each film is its own product.

The challenge to respect each film and filmmaker’s work is interesting and exciting. We don’t always have to love the project, but we have to search for and ensure the best avenues to maximize awareness about the project.

A little more from the fourth floor:
Website: YouTube, The Hollywood Reporter, TMZ.com, The Onion, Go Fug Yourself, Funny or Die.
Designer: Nicole Miller, David Dixon, Kensie.
Store: The Bay (totally underrated), Want Boutique, BCBG.
Book: The Namesake by Jhumpa Lahiri.
Snack: Cereal (with as much artificial colour and flavouring as possible), and chocolate chip granola bars.
Season: Early fall.
Sexy: A great pair of heels.
Inspiration: My family, friends, and the idea of Freedom-45.
Drink: Hendricks & Tonic.
Motto in two words: Keep Going.
Idea of perfect happiness: Vodka Lemonade on a beach in Fiji.
Indulgence: Chicken Parm from Toni Bulloni’s, shoes and spa days.
Celebrity crush: Tom Hardy.