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"When Amir Gissin helped come up with an idea to remake Israel's international image several years ago, it's unlikely he imagined that the showcasing of Israeli films in Toronto would spark a star-studded Hollywood brouhaha over artistic expression and cultural boycotts.
But that’s what happened as Israel became the major flashpoint at this year’s Toronto International Film Festival.
In an interview last year with the Canadian Jews News, Gissin boasted that his new marketing idea, known as Brand Israel, would help reshape public perceptions of the Jewish state and culminate in a major presence at the 2009 festival.
The presence turned out to be the focus on Tel Aviv as part of the festival's new City to City program, which included an appearance by the city's mayor and VIP receptions in addition to the screening of 10 Israeli films.
“The way to fix negative images of Israel is to present Israel in a positive light elsewhere,” Gissin told the paper.
But the effort appears to have backfired as a string of celebrities, including Jane Fonda, Danny Glover, Viggo Mortensen and Harry Belafonte, signed on to the so-called Toronto Declaration claiming that the Tel Aviv spotlight is merely an attempt by the Israeli government to divert attention from its treatment of the Palestinians.
So rather than talking about Israel's rich cinematic culture, the buzz this week in Toronto has centered on the one thing Israeli officials had sought to avoid: the conflict with the Palestinians."
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