Odette business student Fatima Rizvi engages with visitors and turns wait times into a positive, engaging part of the WIFF experience. (MILOS SAVIC/University of Windsor)
By Victor Romao
The smell of fresh popcorn drifted through the air as excited chatter filled the Capitol Theatre foyer.
Guests shuffled forward in long lines, tickets in hand for the next screening at the Windsor International Film Festival (WIFF).
A student volunteer in a witch costume handed out candy, sparking laughter and conversation.
Strangers leaned into small talk, then laughter. A spontaneous emoji-based movie quiz turned them into teammates.
And just like that, waiting wasn’t tedious—it was part of the experience.
WIFF isn’t just about films. It’s about connection.
Behind the scenes, Odette School of Business students and international exchange volunteers transformed the festival into a cultural melting pot, proving that small interactions can create lasting impressions.
Now in its 21st year, WIFF has become one of Canada’s largest volunteer-driven film events, screening hundreds of films over 11 days and drawing thousands of moviegoers downtown.
But what happens outside the screening rooms often shapes the overall experience.
In 2025, WIFF partnered with the Odette School of Business to give students hands-on experience in event marketing and operations. Thirty-five business students, along with several international exchange students, worked behind the scenes to help guests feel welcome and included.
Fatima Rizvi, an MBA intern, served as marketing and merchandising coordinator. She managed community outreach booths, scheduled volunteer shifts, and led brand experience activities that made waiting in line part of the fun.
“I’m not normally talkative,” said Rizvi. “But my role required me to engage with patrons. I thought I wouldn’t enjoy it, but it became my favourite part of the festival. By the end, people were calling me their friend. That made me feel like I had a positive impact.”
Her contributions extended beyond conversation. Rizvi oversaw merchandise inventory, designed gift shop displays, and trained 24 students in brand experience and merchandising roles.
“I learned the importance of communication and building strong connections,” she said. “Now, I’m able to have meaningful conversations with people I’ve just met.”
For exchange student Selina Seiler from Switzerland, WIFF was her first hands-on marketing experience.
“We used small games and friendly conversations to make waiting fun,” she said. “Even a short chat can mean a lot. People often asked where I was from, which led to interesting conversations about our different cultures.”
She said Canadians were welcoming and helpful, and WIFF offered the perfect opportunity to immerse herself in a new environment.
“The new friendships formed in those moments helped build a lively and welcoming community,” said Seiler. “That’s what makes WIFF so special — the whole organization has a strong and vibrant culture that brings people together.”
Fourth-year finance student Michael Berlingieri agreed.
“Even the smallest interactions can define a guest’s experience,” he said. “WIFF has cultivated a strong sense of community over 21 years, and we wanted to uphold that.”
Berlingieri’s role on the brand experience team included themed film activations and engaging patrons in line.
“As someone not from Windsor, the most important lesson was witnessing the community’s
International exchange students Selina Seiler and Luka Japing worked with WIFF’s brand experience team, focusing on creating a welcoming customer journey before each film began. (MILOS SAVIC/University of Windsor)
For Luka Japing, an exchange student from Belgium, WIFF was more than an internship — it offered a cultural exchange.
She dressed up for Halloween and led interactive activities like games, photo booths, raffles and themed experiences.
“My favourite moments were the conversations,” said Japing. “I met a fellow volunteer from the Netherlands who invited me to dinner. It taught me that a festival isn’t just about watching films — it’s about kindness and openness creating a sense of belonging.”
Many exchange students also found WIFF to be a gateway into Canadian life.
“Together with other exchange students, we joined an intramural volleyball team,” said Seiler. “It was a great way to meet new people and further integrate into the university community.”
Japing agreed.
“Playing volleyball with other exchange students helped us bond outside the classroom,” she said. “It made our short stay in Windsor feel like home.”
These stories reveal a truth often overlooked in event planning: atmosphere and experience matters as much as programming. WIFF’s success shows that cultural exchange and personal connection can turn a regional festival into a global experience.
As Seiler put it, “A good organizational culture is key to successful outcomes. WIFF has that.”
As the lights dimmed and audiences settled in, the magic of WIFF lingered — not just on the screen, but in the friendships sparked in the foyer.
For these students, the festival wasn’t just an internship. It was a lesson in connection, showing that some of the best stories happen offstage.