It's an ongoing challenge that has plagued the distribution of Canadian films, because even when there is a film.... The films I produce usually have the benefit of serious marketing budgets, but even then....
Some years ago, I produced a film called Barney's Version, which premiered at TIFF and then opened in theatres. It was backed by what in Canada is considered a very major marketing budget of $2 million for Canada, but the film opened at Christmas, smack against a dozen Hollywood movies. They don't spend more than $2 million marketing their movies in Canada either. Sometimes they'll spend maybe $3 million or $4 million, but that's a reasonable budget. But they'll spend another $40 million or $50 million or more marketing their films in the United States, and they open at the same time.
The overflow effect of the American marketing campaign into Canada through television, print media, and the Internet is such that there is a greater impact for those films on the Canadian radar than our own films. Hence, marketing money is essential. That's where that comes from.