Festival of Festivals profiles attendees

To gain a better understanding of who attends its films and how much money it ultimately generates for the local economy, the Toronto Festival of Festivals is conducting an in-depth study of the film-goers who bought tickets to this year's slate...

To gain a better understanding of who attends its films and how much money it ultimately generates for the local economy, the Toronto Festival of Festivals is conducting an in-depth study of the film-goers who bought tickets to this year’s slate of films.

The 1993 Festival of Festivals ran Sept. 9-18.

Michelle Maheux, director of communications for the Festival of Festivals, says the study will provide organizers with the most comprehensive audience profile in the 18-year history of the festival.

Maheux, who declines to reveal the name of the research firm hired for the project, explains the research data will be used, in part, to lure potential sponsors.

‘We want to find out for our sponsors how many people come through, what they do and what they are like,’ she says.

As well, Maheux says research into the amount of money festival-goers spend in the local economy can be used to twist the arms of governments grant-givers, who base their largesse, to some degree, on how beneficial a program is to local businesses.

One-third of the Festival of Festivals’ annual budget of $3.5 million derives from government funding grants.

The last audience study at the Festival of Festivals was conducted in 1988 by Decima Research. PA