In September 2009, Greyson withdrew his short documentary, Covered, from the Toronto International Film Festival (TIFF) festival to protest the festival's inaugural City to City Spotlight on the city of Tel Aviv. In a letter to TIFF Greyson wrote that his protest "isn't against the film or filmmakers" chosen but against the City to City program, specifically, and "the smug business-as-usual aura it promotes." Greyson cited an August 2008 article in the Canadian Jewish News in which Israeli consul-general Amir Gissin stated that Israel would have a major presence at the TIFF as a culmination of his year-long Brand Israel campaign to re-engineer the country's image and that TIFF should not be a participant in such a PR exercise. Greyson also argued that "my protest isn't against the films of filmmakers you've chosen... [but] is against the Spotlight itself" and the failure of the festival to include Palestinian voices.
A number of Hollywood celebrities circulated a letter on September 15, 2009 protesting a petition calling for a boycott of the Toronto International Film Festival over a Tel Aviv-themed event. The letter, which appeared simultaneously in the Los Angeles Times and the Toronto Star was signed, among others, by Jerry Seinfeld, Sacha Baron Cohen, Natalie Portman, Jason Alexander, Lisa Kudrow, Lenny Kravitz, Patricia Heaton, Jacob Richler, Noah Richler, George F. Walker and Moses Znaimer. The letter said: