Visa Canada has ramped up efforts through its Toronto International Film Festival (TIFF) partnership to expand community groups’ access to film.

In the second year of its “Sharing the Screen” initiative – which has become the cornerstone of the financial services brand’s strategy with TIFF – Visa is making “small gains,” says Heather Nobes, VP of marketing.

“The idea is that, every year, we hope to grow the partnership, host more events and create greater access, because we believe in the power of connecting people through film,” she tells strategy. “Seeing a movie provides a shared experience like no other for people. You see a movie, talk to people about it – you have that in common and have that connection.”

That sentiment underpins a 30-second spot promoting the partnership, which is appearing as pre-roll for all gala and special presentations at TIFF. A follow-up to last year’s ad, which recreated scenes from Pulp Fiction, this year’s creative instead hones in on the connections that a film can forge between a diverse array of viewers. The 30-second spot is also supported by two additional 10-second ads for social that show people bonding over a horror or comedy film.

But the brand is also walking its talk.

On Sept. 10, Visa hosted an event featuring independent filmmaker Fawzia Mirza, whose The Queen of My Dreams – their directorial debut – premiered at the festival. As a South Asian muslim who identifies as queer, “I think it was powerful for the audience to see them on the stage,” says Nobes.

“We do a lot of work in womens’ sport and I talk to a lot of the athletes about the importance of role models,” she adds. “For aspiring actors and directors, it’s no different. If Visa can create an opportunity for people to see themselves reflected in these accomplished actors and directors, they too may believe they can do it.”

The financial services brand also increased the amount of free tickets it provided to equity-focused community groups. Last year, it distributed 100 tickets to TIFF screenings; this year, it provided 500.

But the work doesn’t stop with the wrap-up of the festival, either.

“We fundamentally believe there’s an opportunity to connect people not only at the festival, but also year-round,” Nobes says, which is why it is planning another event in the new year.

Visa Canada worked with Publicis on the effort.