Telefilm Canada launches the reviewed version of the Marketing Program

Telefilm Canada announces the launch of a reviewed version of the Marketing Program. The review was guided by Telefilm’s Strategic Orientation Framework and informed by discussions with the industry.

The reviewed Marketing Program aims to support marketing strategies that strengthen audience engagement and visibility for Canadian and Indigenous feature films by reaching audiences where they are.

Key changes

• Increased flexibility to support film‑specific marketing campaigns, including approaches that extend beyond the theatrical release window;
• Funding that can evolve in response to a film’s trajectory and audience engagement over time;
• Simplified recoupment structure and modernized business policies that better support the industry and incentivize innovation.
• Enhanced data collection and performance measurement to better assess audience reach and engagement.

These changes are intended to support a stronger data‑driven approach and are aligned with Telefilm Canada’s action plans, advancing the organization’s commitments to Official Languages (including CLOSM), Equity, Diversity, Inclusion and Accessibility (EDIA), regional strategies and reconciliation with Indigenous Peoples.

They are designed to enable initiatives tailored to each film’s context, distribution and pathway, while encouraging innovation and adaptability as a film’s trajectory and measures of how success evolve over time.

Information sessions outlining the main changes to the reviewed Marketing Program will be announced shortly.

Applicants are encouraged to consult the Guidelines, the Essential Information Guide, and other related documents prior to submitting an application.

More about the Strategic Orientation Framework

Informed by Telefilm Canada’s key commitments and by consultations with the Canadian and international audiovisual industry, the Strategic Orientation Framework serves as a roadmap for the review of all Telefilm funding programs, to be carried out through to 2028.

The Framework aims to foster greater cohesion across programs, support a more audience‑centred approach and puts forward a structured model supported by precise, targeted outcomes, designed to maximize the impact of Telefilm’s investments for the benefit of Canadian creators and companies.

Learn more here: https://telefilm.ca/en/strategic-program-review