The “Creation Engineering” is Sans Frontières and Hollywood An “international industry” par excellence: this is the answer, in an interview with AFP, of the director of the largest North American film festival to the announcements of Donald Trump who are shaking the sector.
At the head of the Toronto International Film Festival, Cameron Bailey shares the concern for a large part of the entertainment industry after the announcement by the American president last weekend of 100% customs duties on the works produced outside the United States.
“Hollywood has always been an international industry since its very first days,” said this ex-cinema criticism, recalling “the classical era” of the 1940s and 1950s, dominated by artists from Europe.
From this golden age to other eras, the story demonstrates, according to him, the need to let “the genius of creation circulate beyond borders”.
And “as in any international industry, when you attract the best talents from around the world, you always get better things,” said Cameron Bailey.
Talents, but also money: a survey of studios directors reveals that their five favorite production sites for 2025 and 2026 are all outside the United States, due to very competitive tax incentives.
Toronto dominates the ranking and Vancouver, another big Canadian city, arrives third.
Donald Trump has made customs duties the trademark of his second mandate, imposing them in particular on a whole series of Canadian products, steel cars, but his intentions for cinema still remain unclear.
“All we have is a message on social networks,” recalls Cameron Bailey, frankly reflecting the uncertainty that currently reigns in industry.
But if Donald Trump persists, limiting cinematographic production in Canada would likely lead, out of turn, a decrease in the number of talents in Hollywood, he says.
From Ryan Gosling to Rachel McAdams, “our actors sometimes become their movie stars”, welcomes Cameron Bailey. “Our producers, writers, directors and teams all work to support the films, programs and series of Hollywood, and for a long time”.
What if, in the tormented context of the Trump presidency, Hollywood talents decided to leave the country, as some scientists and researchers do?
Cameron Bailey sees no need for Canadian cinema to “actively recruit” artists from the United States. Canada, he said, however, must remain “a haven” for those who feel politically stifled in their country.
Beyond Donald Trump, the film industry faces many challenges, starting with the relentless competition from streaming services.
To face it, Cameron Bailey offers to rethink the cinemas, by offering spectators a social experience which is not limited to the viewing of a film.
The Toronto Festival hall in the city center, for example, is home to a cocktail bar and various other entertainment areas.
“There is no harm to watch a film at home, on your sofa, it’s always pleasant, but we believe in the cinema experience,” explains Cameron Bailey.
“You will see more and more cinemas offering this kind of high-end experiences, serving meals, wine, offering people where to meet after the film,” he predicted.
The 50th edition of the Toronto International Film Festival will take place from September 4 to 14.
