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Film

Target takes over Toronto hotel for TIFF

Posted by Tim / September 7, 2012

Target Hotel TorontoTarget might not have any Canadian-based stores yet but that hasn't stopped them from making a splash at TIFF. For the duration of the festival, the mammoth US-based retailer has done a takeover of the 7 story Templar Hotel near Adelaide and Peter Streets. The hotel has been transformed with splashes of the familiar Target red and bullseye and is intended to function as both a festival event space and hangout spot for filmmakers, industry and media.

I stopped by on day one of the festival to find the hotel mostly empty. On the top floor they've set up a filmmakers lounge with complimentary drinks, snacks, WiFi, red lounge chairs and bullseye-branded tables throughout. I suspect the hotel will get more use in the coming days as word gets out and they start hosting more events like a bloggers brunch today and the Q after Dark party with Jian Ghomeshi on Saturday night.

Check out more photos of the space below.

Target Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFTarget Hotel TIFFPhotos by Jimmy Lu.

Discussion

25 Comments

Alex / September 7, 2012 at 09:43 am
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I don't get it. What does Target have to do with film-making or the film industry? I feel just paying for commercials would probably have been more effective.
Amanda replying to a comment from Alex / September 7, 2012 at 10:33 am
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What do most brands have to do with film-making or the film industry? During TIFF you see a push for all kinds of things: chips, alcohol, smartphones. TIFF is an opportunity for PRs to get the products and brands they represent some exposure. This is a clever idea.
walmartfilms / September 7, 2012 at 10:38 am
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what happened to TIFF??? the FILMS are getting lost with all the advertising gimmicks. great art will never come out this event again. truly sad.
Cyril Sneer / September 7, 2012 at 10:55 am
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I must just be out of touch with the kids today because to me that decor is garish and tacky.
Shannon / September 7, 2012 at 10:59 am
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Can anyone go in? Or is it bloggers and film makers only??
Joe / September 7, 2012 at 11:17 am
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Looks like a shitty student project
Rob replying to a comment from Shannon / September 7, 2012 at 11:27 am
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I suspect regular joe's would not be able to go in. They'll want to use this space to entice journalists and bloggers, and maybe the odd Canadian star to promote their products and talk about the upcoming launch.
iSkyscraper / September 7, 2012 at 11:30 am
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This comment coming from a guy who lives three blocks from a Target and shops there pretty much all the time, including for food, but I'm pleased to see Target coming to my native Toronto. They are an evil US corporation, yes, but they have a light touch and are far more active in sponsorships of all kinds (including culture) than Walmart or will-not-be-missed Zellers. Have fun.
shane / September 7, 2012 at 11:45 am
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Blogto, please stop it with this corporate schilling. What have you become? I come here to read a blog, not advertising for titantic corporations who only care about profit at all costs. How much were you paid to write this, whether through swag or cash? Why is this interseting? Why is this relevant? Target pisses on humanity, gladly including slave wages for the people who make its products as part of its business model. Blogto, get your act together or antoher blog will surface that does not pander to corporations in such an obvious way. Also, if you are going to keep doing what you are doing, at least DISCLOSE how much you are being paid to schill, or what you have received in swag to schill such trash. Integrity and disclosure are required. The best thing though, would be to stop doing these obvious propaganda placements.
loosechange / September 7, 2012 at 01:08 pm
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Do you all think this site and others like are purely a labour of love? You reckon that the have their hearts rooted in the idea of bringing mostly compelling content about this city to us multiple times, on a daily basis, but need to pay some flipping bills. Shill or not - none of us are paying for this site. Most things in life are not Not-For-Profit organizations. If you want zero advertising or advertorial type content, donate some money. Or just don`t sweat stuff like this. You`ll be ok.
G replying to a comment from shane / September 7, 2012 at 01:10 pm
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The author of the article seemed pretty objective to me. I don't see any blatant support of Target, just a simple report of what they're doing. I find it both relevant and interesting to know what a huge American brand is doing to try to implicate itself in our lives, especially at the community level, as part of its massive Canadian launch.
Bullit replying to a comment from shane / September 7, 2012 at 01:51 pm
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@shane

I'm going to guess that you use a smart phone (maybe you even used it to post on BlogTO). How does that child labor feel in your hands? Did the manufacturer of that phone "piss on humanity, gladly including slave wages for the people who make its products as part of its business model"?

Hugs and kisses xoxo
shane replying to a comment from Bullit / September 7, 2012 at 02:36 pm
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Hi Bullit,

You are enitrely correct. We are all guilty of benefiting from the labour of the exploited, this often can be the price we pay for living in a wealthy part of the world. I am guilty of it. You are likely as well. That is an obvious fact, and almost unavoidable for the average person. This is, rather,a question of relevance. This article is a pure advert for Target, nothing more. If the article had been about the iphone dressing up some hotel,or GM or Rogers or BP doing the same, I would have said the exact same thing. The point that you seem to have missed is that this is an advert disguised as a worthy story, or a story of interest. It is not this. It is purely an advert. I would suggest that articles such as this one have a marker designatinig them as an advert, maybe a little astrix, so we will know exactly what we are dealing with prior to reading the thing. Revenue for blogto is important, but an ad should be an ad and not an article. I do suggest that you look into donations. I would donate to blogto to help ensure that it doesn't become anything more than the equivelanent of a flyer for the big corporations, and now that blogto is increasing in popularity, i fear the titans of capitalism will be given more and more blogto time...
MrsPotato / September 7, 2012 at 03:02 pm
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This is embarrassing for all of those involved.
Shannon / September 7, 2012 at 03:19 pm
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Went by and got free coffee and chocolate!
jesus christ / September 7, 2012 at 03:44 pm
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Wahhhh i'm being 'advertised' to in an article i'm reading on a website i don't pay for
Don't like ads? Move to the fucking jungle.

ps. for those who think Target is SO EVIL, they give 5% of their profits to charities. They make about $3 BILLION US a year. Do the math.

shane replying to a comment from jesus christ / September 7, 2012 at 04:21 pm
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Hi Jesus,
Nice to finaly here from you! I do like ads. The issue here, again, is that this is an ad disguised as an article, for a titantic corporation. It's like in the states, where much of "news" is no longer news, but entertainment, or advertising disguised as news. This way of operating is becoming increasingly common....hmmm..and your idea that if someone doesnt like ads, they should move to the jungle, is inane. In this country, if someone doesn't like something, they voice their opinion on the matter....
Doublya / September 7, 2012 at 04:56 pm
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I love BlogTO for the fun articles and for all the retarded comments.
Bullit replying to a comment from shane / September 7, 2012 at 05:06 pm
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Hi Shane,

I'm a troll. Please feed me. Om nom nom hipster tears!!!!

Hugz!
shane replying to a comment from Bullit / September 7, 2012 at 05:30 pm
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Listen Bullit,
What you have written is clearly an advertisement. If you are gonna make a comment, in the comments section, then make a comment, not some pretend comment actually disguised as an advert for hungry trolls seeking the latest in trendy famine relief methods....peace out..!!
Rob replying to a comment from shane / September 7, 2012 at 11:32 pm
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It's an advertorial. This is not new. I work in public relations and we do this all the time. It may or may not be right, but it's what clients want. In this specific case, I, like others pointed out above, found this to be objective and not blatantly obvious, like an advertorial is. Do you stop reading Metro, 24Hrs, and the other major newspapers because of an advertorial? I suspect not. Do you stop watching tv, if you do, because of commercials? Again, I suspect not.

Because you feel so strongly about this, email BlogTO and issue your complaint there. No need to post about it. Also, if you feel strongly as you do, read another Toronto blog, there are some other available.
shana70 replying to a comment from jesus christ / September 8, 2012 at 08:14 pm
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Praise Jesus.
metric replying to a comment from Alex / September 9, 2012 at 02:59 pm
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In response to Alex

The Tiff like much of the film industry is more of a vehicle for promoting consumerism than it is about the art of film-making.
metric replying to a comment from Alex / September 9, 2012 at 03:03 pm
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@ Shane and Built.

You boneheads are saying the same thing.
Jacob / September 12, 2012 at 03:18 pm
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I love Target!

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