Madonna may not be the warmest of superstars, but when someone asked her to autograph a booklet on behalf of all the Toronto International Film Festival volunteers, the 53-year-old icon couldn't refuse.

That feel-good moment was brief. It also came at the end of a 30-minute press conference that sent a message to reporters: if you want to talk to Madonna, have something to say that won't annoy her.

That was the case when one reporter ruffled her feathers at a press conference for "W.E.," Madonna's latest directorial effort. It's about the controversial romance between socialite Wallis Simpson and King Edward VIII.

"We all know not to ask what your favourite flower is," the reporter joked.

He was referring to the recent Venice Film Festival, when Madonna was caught criticizing one fan's gift of a bouquet of hydrangeas. "Obviously he doesn't know that I loathe hydrangeas," she said.

At the TIFF press conference, the reporter's remark caused a distinct chill in the room. But Madonna went on.

"I was always fascinated with Wallis Simpson and King Edward's decision to abdicate because of his love for her. She wasn't young. She wasn't beautiful. Somehow she managed to win the heart of the most powerful man in the world. That's the story that moved and inspired me," she told reporters -- all of whom were instructed to ask the star just one question.

Madonna kept count, as several reporters discovered. That included one well-meaning journalist from Mexico.

"You've asked three questions and I'm not sure I understand them," Madonna said.