While the Toronto International Film Festival (TIFF) brought global attention to the city with its annual lineup of screenings, press events, and premieres, one private industry event stood out to those working behind the scenes.
Smilez Agency, a Toronto-based entertainment marketing and events company, hosted a private, invite-only event during the first weekend of the festival. The guest list included high-profile artists, producers, brand executives, and key players in film, music, and media. The event was not publicly promoted and was intentionally kept off the official TIFF programming, which added to its exclusivity and drew attention across the industry.
TIFF 2023 featured several major film premieres, including The Boy and the Heron by Hayao Miyazaki, American Fiction directed by Cord Jefferson, and The Holdovers from Alexander Payne. But outside the theatres, Toronto’s entertainment professionals were focused on more than just screenings. The city was full of brand activations, afterparties, and networking events—yet many in the industry pointed to the Smilez event as one of the most impactful of the weekend.
Smilez Agency was founded by Amer Jammal, an entertainment strategist and event producer who has built a reputation for delivering culturally relevant, high-level events. His work spans music, nightlife, sports, and hospitality, with previous collaborations involving artists like Drake and The Weeknd, and organizations such as the Los Angeles Lakers and Rémy Martin.
The agency has become known for producing private, controlled-access events that prioritize environment, quality, and connections over publicity. Their activation during the Toronto International Film Festival followed that exact model.
Industry insiders described the Smilez gathering as a well-executed networking opportunity that felt focused and intentional. While most TIFF-related events lean heavily on media coverage and sponsorship branding, this one avoided those elements completely. There was no press wall, no photography push, and no staged programming—just a select group of professionals brought together to connect, unwind, and talk business in a controlled space.
Amer Jammal’s approach is rooted in curating experiences that reflect the tone of the audience they’re built for. Rather than aiming for virality or crowd size, Smilez Agency focuses on aligning talent, brands, and guests who actually move culture forward. The agency has worked across major cultural moments like NBA All-Star Weekend, Art Basel, and F1 Miami, and continues to expand its presence within the Canadian and U.S. markets.
This year’s edition of the Toronto International Film Festival also reinforced the broader role the festival continues to play within the entertainment industry. TIFF 2023 further cemented its status as a global destination for filmmakers, distributors, and entertainment executives. The festival plays a key role in shaping awards season conversations, attracting international press and high-caliber talent each year. Its ability to spotlight both major studio titles and independent films keeps it central to the evolving film landscape. As the festival looks ahead, it’s clear that TIFF remains not just a celebration of cinema, but a key platform for industry business, discovery, and cultural influence.
While the red carpets and film premieres may headline the festival, it’s the quiet, well-curated moments like these that often leave the biggest impression on the people behind the scenes.
