Toronto Film Festival Introduces New International People’s Choice Award for 2025

The 2025 Toronto Film Festival (TIFF) is stepping up its game by launching an International People’s Choice Award, set to recognize the most popular international film as determined by audience votes. This exciting addition underscores TIFF’s evolving role as a key indicator for the Academy Awards season and highlights the growing global interest in international cinema.

Honoring Audience Favorites

Over the years, TIFF has celebrated audience favorites, notably through its People’s Choice Award, which has proven to be a reliable predictor of Oscar nominations. In the last decade alone, winners and runners-up of this award have received an impressive total of 20 nominations for Best Picture at the Academy Awards. For instance, in 2024, Mike Flanagan’s drama “The Life of Chuck” took home the People’s Choice Award, despite not securing an Oscar nomination, while both “Emilia Pérez” and “Anora” garnered significant attention, adding fresh momentum to the awards season.

Anita Lee, TIFF’s Chief Programming Officer, emphasized the importance of this award. In an interview with Variety at the Cannes Film Festival, she noted, “The People’s Choice Award has become a bellwether for how films perform in the awards season. Also, for the industry, it allows audience reaction to be gauged, which is crucial when sales agencies are trying to sell a film.”

The Significance of the International Award

With the introduction of the International People’s Choice Award, TIFF aims to draw greater attention to international films, particularly as voting begins for the international feature film category. Lee commented on the established correlation between previous PCA winners from TIFF and their subsequent nominations and wins at the Academy Awards. “We want to create greater opportunities for international films by establishing a dedicated award,” she said, highlighting the festival’s commitment to amplifying international cinema.

This initiative comes at a time when younger audiences are increasingly seeking out international films, enjoying a broader diversity of storytelling and perspectives. The festival’s Platform selection in 2024 featured nine out of ten titles that were international, including works that showcase compelling narratives from various countries and cultures.

A Forward-Looking Approach

As TIFF prepares to launch an official market next year, Lee stated, “We want to lend greater support to international films moving forward, for the festival to further amplify as a critical international hub for festival selection as well as industry activity.” This strategy is not just about making room for different voices but ensuring that TIFF remains a pivotal event for filmmakers, audiences, and the industry as a whole.

Since introducing the People’s Choice Documentary Award and the People’s Choice Midnight Madness Award in 2009, TIFF has continuously evolved to reflect the changing film landscape. With the addition of the International People’s Choice Award, the festival further solidifies its role in shaping industry trends and celebrating global cinema.

In conclusion, as the Toronto Film Festival gears up for 2025, the spotlight on international films is brighter than ever, fostering a richer dialogue around global storytelling and cultural exchange. This new award not only enhances TIFF’s reputation as a launching pad for international films but also engages audiences at a time when diverse cinema is more crucial than ever.

For further discussion on how festival awards impact the film industry, take a look at our article on how film festivals shape Oscar nominations. To discover more about international films showcased at TIFF, visit our page on international cinema trends. If you’re curious about the impact of audience votes on film promotion, check out our insights on audience engagement in film.