US sales and productionoutfit First Look Media has picked up international rights to James Toback's When Will I Be Loved, which worldpremieres at the festival today (Sept 9). Sister-company First LookInternational will begin sales in Toronto this week; IFC Films has domesticrights to the film and opens it in the US today.

The film stars Neve Cambellas a woman who sets out to explore the outer edges of her sexuality and getsinvolved in a devious plot hatched by her hustler boyfriend. It co-stars Fred Wellerand Dominic Chianese.

When Will I Be Loved was produced by Ron Rotholz through his UK-basedRotholz Pictures and financed by International Film Collective, which is headedby Robert Bevan, Keith Hayley and Charlie Savill.

The deal with was negotiatedby First Look's Peter Lawson and ICM, which represents Campbell, Toback andRotholz.

First Look, which had untilrecently been in merger talks with the UK's Content Film, recently added to itssales slate with the pick-up of Simpson's futuristic thriller Freeze-Frame. John Irvin's The Boys And Girls From County Clare and Nischa Ganatra's Heather Graham andDavid Radcliffe-starring romantic comedy Cakewhich is currently in production.