Seasoned reporters rarely gasp at press conferences. But they did on July 26, when Piers Handling, the director and CEO of the Toronto International Film Festival, revealed a big secret.

The 36th edition of TIFF will be opened by rock gods.

For the first time in the festival's 36-year history, a music documentary has been chosen to kick off TIFF. The film "From the Sky Down" comes from Oscar-winning American filmmaker Davis Guggenheim. It's a tribute to one of the biggest bands in the world: U2.

The choice may raise some eyebrows, as it did in 2009 when the British drama, "Creation," took the "Opening Night" slot. That selection marked the third time a non-Canadian film had opened TIFF in its three-and-a-half-decade history.

But this year's "Opening Night" selection, and other gala picks from Brad Pitt, George Clooney and Madonna, said something unmistakable about TIFF's attitude and clout in 2011.

In recent years, TIFF has become an increasingly important platform for awards-seeking titles.

Last year alone, TIFF entries like "The King's Speech" and "Black Swan" went on to win Academy Awards.

Now comes TIFF 2011, which could open a new chapter of power and influence for the Canadian festival.

Only half of this year's lineups have been revealed. But it's a who's who of the industry titans.

These Hollywood A-listers share one belief: If you want a crack at an Oscar you've got to show at TIFF.

TIFF's clout as Oscar platform builds

The 11-day festival, set to kick off on Sept. 8, is packed with titles that could be on 2012's Oscar ballots.

TIFF will feature the world premieres of "Moneyball," a baseball drama starring Brad Pitt, and Alexander Payne's tragi-comedy "The Descendants," starring George Clooney.

The festival will also feature the North American premiere of "The Ides of March," a political drama directed by Clooney.

Other North American premieres include "W.E," a tale about desire directed by Madonna, and "Melancholia," Lars von Triers' Cannes hit about the end of the world.

Notable Canadian entries included Sarah Polley's comedy "Take this Waltz," starring Michelle Williams and Seth Rogen, and David Cronenberg's "A Dangerous Method."

Though it may be early, some speculate that "A Dangerous Method" could become "The King's Speech" of TIFF 2011. The film stars Michael Fassbender as Carl Jung and Viggo Mortensen as Sigmund Freud. The story looks at the turbulent relationship between these psychiatrists and a beautiful woman (Keira Knightley) who comes between them.

Across the board, heavy-duty star power dominates TIFF 2011.

The festival will also see its first fully functioning year at the TIFF Bell Lightbox. That will add new dimensions to major industry event.

When the TIFF Bell Lightbox opened on King St. West in 2010, a number of events were held in the new facilities. The most notable, by far, was a sit-down between Bruce Springsteen and Edward Norton. The stars were at a packed house with a Q&A on the documentary, "The Promise: The Making of Darkness On The Edge of Town."

In 2011, however, the TIFF Bell Lightbox will be "fully activated," said Handling.

From screenings to public and industry programmes, the TIFF Bell Lightbox will become "the one stop" for reporters, said Handling.

For the first time TIFF screenings will take place in the Princess of Wales Theatre. The Toronto landmark is being outfitted with a state of the art projection system for this year's red-carpet events.

TIFF screenings will also increase at the nearby Scotiabank Theatre.

All these factors seem to spell the end, at last, of Bloor Street's reign as the heart of TIFF culture. How that will translate into dollars remains to be seen.

Last year, TIFF's financial impact on the GTA was $170 million.

The festival hopes to up that figure from its new digs to $200 million in 2011, said Handling.