So we are at aout the half-way point at TIFF and I have a few WOM observations:

Fantastic WOM:
1. XX movie is great, you really need to see it (coming from a movie pal).
2. XX is great in XX movie, worth a look (coming from a movie pal).
3. A seriously great party tonight at XX...XX will be there BTW...confirmed.

Scary WOM:
1. XX is staying at the Royal York, you can stalk them there.
2. There is free starbucks coffee in the louge...get caffinated.

Bad WOM:
1. XX was terrible, don't go and see it.
2. You will love XX, go see it (coming from pushy publicist)
3. XX is in town, I 'might' be able to get you an interview...but you will have to cancel another.