Toronto Mayor John Tory heads to Los Angeles this weekend for another round of selling the city to the movers and shakers of the film industry.

The Mayor, Councillor Michael Thomson and a delegation of 22 Toronto companies and organizations will focus less on the traditional studios and more on newer contents producers, companies that have not done a great deal of business with Toronto in the past.

Tory says the production industry in Toronto is vital to the city’s economic health.  It’s valued at $1.5 billion a year. The city s portion of the cost of the trip comes in at $35,000.