Media practitioners are often faced with the choice between magazines or television. And one night during this month’s Toronto International Film Festival, that decision made itself felt on the party circuit.

Specifically, it was a question of which festival gala party to attend: one thrown by CanWest at Toronto’s Carlu or one thrown by Time at the Royal Ontario Museum. As in media planning, upon critical analysis of the objectives, sometimes the answer is both.

My date and I started at the Carlu, the fabulously restored art deco venue where CanWest also held both its fall season launch lunch, and its Sept. 10 fall season launch party.

Fashionably late and quickly processed, we received our neck-hanging ID pass. Rather large, it looked and felt like half of a sandwich board, weighing only slightly less.

Upstairs, there was a pretty good buzz. Many were milling about the main area where two bars were located.

Spotted: Geoffrey Dawe, president and group publisher of CHUM’s new FQ magazine, working the room as only he can. Michael Geddes, the producer behind Global TV’s Popstars, a man who has become more popular that the musical acts he helped discover. Tia Carrere, star of Relic Hunter, looking particularly fabulous. She was the only one who could carry off an evening gown with a sandwich-board neck pass.

Melissa Rivers was also there, with full crew, reporting on the festival. Not to suggest that she’s not a top-notch journalist, but perhaps being on that celebrity island survival show caused some damage. The opening line written on her cue cards was, ‘Hi, I’m Melissa Rivers.’ She has to be cued to nail this line?

Speaking of lines, we tried to get a drink but it was virtually impossible. After waiting 20 minutes, I spotted another bar with no lineup at the end of the hall. Making our way there, we requested drinks but were denied because it was the VIP bar, complete with roped-off area. Both the bar and the ‘holding pen’ were empty. Where were the VIPs? I just wanted a glass of water.

Left the Carlu parched for the Time magazine party. There was a great vibe at the ROM, and it really felt like a significant event with probably 100 people outside with cameras and autograph books, waiting behind the ropes to spy some celebrities.

Inside, the Time hosts mingled masterfully without seeming obtrusive. It was easy to get a drink (many took advantage) or some food, including Jamie Kennedy desserts people were raving about. Some were dancing, lending a very relaxed feel to another ‘elegant evening.’

We missed Nicolas Cage’s appearance, which apparently caused quite a buzz. Sources say he was a bit aloof, behind his handlers. Neve Campbell was stunning. Acclaimed actor Paul Sorvino strolled in, making a bee-line for a drink and some snacks but stopped to chat with some people, and continued to do so for some time.

The only downside at the Time party was the gift bag received upon departing. Not sure why they did this. The contents were not reflective of the high-quality event. The party was gift enough.

Oh, and getting back to the decision between magazine and TV: In this instance, the choice is clear: Time wins.

MEDIA SCENE is written by a Toronto-based media executive at large.