Study on the Movie-watching Habits
of Canadians
April 2013
Table of Contents
2

Summary of Results
3

Context, Objectives and Methodology
9

Movie Watchers’ Behaviour
13

Sources of Information and Preferences
35

Perceptions of the Industry
60

Respondent Profile
68

Appendices: Survey Questionnaires
Summary of Results
Summary of Results
 The purpose of this study was to give Telefilm Canada an understanding of Canadians’ movie-watching habits and
their perceptions of the film industry.
 With this in mind, the study aimed to answer the following three key questions:
1
What are Canadians’ consumption habits with respect to video content in general and
to movies in particular?
2
What new trends are emerging in the industry?
3
What do Canadians know and perceive about movies and the film industry?
 The following pages summarize the principal answers given to these questions.
4
Summary of Results
1
What are Canadians’ consumption habits with respect to video content in general and to movies in
particular?
 Movies and series are firmly ingrained in the viewing habits of Canadian movie
watchers. Viewing of series / soap operas is especially notable, with 85% of Canadians
watching them at least once a week. In comparison, more than one in two Canadians
(53%) watch one movie a week.
 Not surprisingly, Francophones and Anglophones live in different worlds in terms of viewing language.
 Anglophone Canadians watch their content almost exclusively in English. On average, 94% of their content is in English, and
71% of them can be categorized as unilingual Anglophones, since 100% of their content is in English.
 Francophone Quebecers watch most of their content in French, of course (71% on average), but many of them also watch
movies in English (28% on average). Only 39% of Francophone Quebecers watch no movies in the other official language.
 Age plays a highly differentiating role in viewing habits. Many indicators measured in this study show an
overweight for young people in the use of mobile devices, movie-watching frequency, use of free streaming and
download, use of the Internet for information, importance of movie soundtracks, etc.
 The type of movie (e.g. science fiction, drama, comedy), more than any other factor, is the key element when it
comes to choosing a movie. It is surprising to find that the country of origin, the fact that it is a Canadian or
Quebec movie, the screenwriter or the director and even the awards won carry little weight.
5
Summary of Results
2
What new trends are emerging in the industry?
 The study identifies four major trends:
1. Canadians say they watch more movies than one year ago (29% say more, 14% say less and 58% say as many, for a net gain
of 15 percentage points): this result is based on the respondents’ perceptions but nonetheless indicates a positive trend.
2. Digital platforms democratizes access to movies: among the explanations given for the increase in movie watching, two
reasons stand out:
 The accessibility of movies, sources or platforms. Suddenly, consumers are no longer limited to video store content or TV channel
programming. A few clicks of a mouse or remote control allows them to watch new movies and classics with virtually no restrictions.
 A preference for digital viewing with the new possibilities offered by Netflix or iTunes, for example, but also access to content online.
In addition, looking only at the last movie watched by Canadians at home, it is apparent that television’s historical domination is eroding,
with 81% penetration. Mobile platforms now account for 18% and computers alone represent 15% of the viewing platforms used.
Clearly, the increasing popularity of digital platforms will have a growing impact on the way Canadians consume video content.
6
Summary of Results
2
What new trends are emerging in the industry? (cont.)
3. There have never been so many options for watching a movie: the graph below eloquently illustrates the different moviewatching options available to viewers. Live viewing is less and less the norm.
QA11. And the last movie that you watched, was it…
21 %
28 %
19 %
15 %
9%
5%
A DVD or Bl u-Ra y
owned
A fi l m vi ewed onl i ne A fi l m vi ewed on VOD
vi a a provi der s uch a s
or Pa y per Vi ew
Netfl i x, i Tunes
A DVD or Bl u-Ra y
rented
A DVD or Bl u-Ra y
borrowed from a
pa rent or fri end
3%
Other
I do not remember
Mostly people who report having watched their last movie live on TV.
4. Also of note is that the Internet has become a source as credible and important as word of mouth and television in deciding
which movie to watch. Individual movie websites, specialized movie sites, social media, YouTube and other sites that show
movie trailers, and popular blogs are now on the same footing as traditional sources, i.e., word of mouth and television. The
younger consumer segment (under 35) is particularly hungry for online content.
7
Summary of Results
3
What do Canadian know and perceive about movies and the film industry?
 The Canadian movie industry suffers from several problems:
 Respondents have little recollection of the last Quebec or Canadian movie watched: only 39% of Francophone Quebecers and a
meagre 21% of Anglophone Canadians remember the last Quebec or Canadian movie they watched.
 Public awareness of homegrown movies leaves much to be desired: no doubt because of the more limited promotion budgets
provided by distributers, Canadian movies are generally at the back of the pack in terms of recognition. One exception: Trailer Park
Boys: The Movie with an awareness rate of 72%, which puts it in third place behind The 40-Year-Old Virgin and Blades of Glory
(respectively 82% and 73%).
 It is very difficult to identify homegrown movies: according to the Canadians surveyed, The Whistleblower, Splice, The Imaginarium
of Dr. Parnassus, Eastern Promises and Goon are American movies (while, in fact, they are all Canadian). And despite enjoying good
media coverage at the time of the survey, War Witch was correctly identified by only 38% of Francophone Quebecers and 40% of
Anglophone Canadians. Notably, Francophone Quebecers stand out for correctly identifying the following three movies in very high
proportions (Bon cop Bad cop 91%, Les invasions barbares 90% and C.R.A.Z.Y. 85%), compared to their English Canadian
counterparts (respectively 73%, 52% and 37%).
 English Canadians have a fairly negative perception of Canada’s film industry: only four in ten Anglophone Canadians (43%) agree
that the Canadian film industry has been making better movies in recent years (compared to 60% of Francophone Quebecers), but
they still think that it is important to present and promote Canadian movies outside the country. They also feel that most Canadian
movies are not shown in movie theatres and that they are not well promoted / advertised.
 The fact that a movie is Quebec- or Canadian-made is a poor source of motivation: promoting a movie because it is homegrown
will not necessarily capture a larger audience, since this criterion appears to be a very low priority for movie watchers.
 Though small consolation, homegrown movies are generally well liked, confirming that the industry is making highquality movies that deserve better marketing.
8
Context, Objectives and
Methodology
Context, Objectives and Methodology
CONTEXT
 Telefilm Canada is a federal cultural agency dedicated to the cultural, commercial and industrial success of the
Canadian audiovisual industry. Through its various funding and promotion programs, Telefilm supports dynamic
companies and creative talent here at home and around the world.
 In the context of Telefilm Canada’s corporate plan, the agency wished to have a nationwide survey carried out to
gain a better understanding of Canadians with respect to audiovisual products.
 To this end, Ad hoc recherche was commissioned to conduct a web panel survey of respondents representative of
the Canadian population.
OBJECTIVES
 The specific objectives of this study are as follows:
 To learn and understand more about the movie-watching habits of Canadians
 To identify and take stock of new emerging trends
 To measure Canadians’ perceptions and expectations of the film industry and their general
knowledge of the country of origin of certain movies.
10
Context, Objectives and Methodology
STUDY
POPULATION
 Canadians from all provinces
 Aged 15 and over
 Able to speak French or English
COLLECTION
METHOD
 Survey conducted via web panel March 11-19, 2013.
 The data was collected using the panel managed by Research
Now, a regular Ad hoc recherche partner.
 For a probability sample of n = 1800, the maximum margin of error,
at a confidence level of 95%, is ± 2.31%.
However, the sample for this survey cannot be considered a probability sample, because it was drawn from a
Web panel composed of people who have volunteered to take online surveys.
L’Association de la recherche et de l’intelligence marketing (ARIM) recommends against calculating the margin of
error when a nonprobability sample is used. Consequently, in this document the margins of error and significant
differences are given by way of indication only.
 The results have been weighted by region, age and gender to reflect the study
population as closely as possible.
11
ACCURACY OF
RESULTS
Context, Objectives and Methodology
 In this document, the two arrows  and  serve to indicate significant upward or
downward differences among the subgroups (at a confidence level of 95% or more).
OTHER
DETAILS
 The average audiovisual content viewing frequencies are given in this document in
the “n times a year” format. The figures are approximate data based on the average
of the following extrapolations:
•
Never = 0 times / year
•
Once or twice a year = 2 times / year
•
Approximately once every 4-5 months = 3 times / year
•
Approximately once every 2-3 months = 5 times / year
•
Approximately once a month = 12 times / year
•
Approximately once every 2-3 weeks = 30 times / year
•
Approximately once a week = 52 times / year
•
Several times a week = 200 times / year
•
Almost every day = 300 times / year
 Due to the special nature of the film industry in Canada, the sample was segmented into two distinct
subgroups: one composed of Francophone Quebecers and the other composed of respondents from the
rest of Canada, including Anglophone Quebecers.
 For ease of reading, the first segment is called “Francophone Quebecers” and the second segment
“Anglophone Canadians.”
12
Movie Watchers’ Behaviour
Movie Watchers’ Behaviour:
Audiovisual consumption
SERIES / SOAP OPERAS AND MOVIES ARE FIRMLY INGRAINED IN CANADIAN VIEWING
HABITS
 The vast majority of Canadians surveyed report regularly consuming video content: more than half of respondents
say they watch movies, series / soap operas or professional or amateur short films at least once a month.
 Obviously, some types of content are watched more often than others:
*
 Series / soap operas are the cultural products most consumed by Canadians. On average, they are
watched 179 times a year (or about 3.4 times a week). Moreover, the vast majority of Canadians (85%)
watch them least once a week, a stunning figure in many respects. Given such consumption frequency,
it is safe to say that this type of content is firmly ingrained in the habits of the average Canadian.
annual consumption
frequency of
series / soap operas
 The average annual consumption frequency of series is higher among Canadians aged 18-34 and 35-54
(189 and 185 times a year respectively vs. those aged 55 and older: 170 times a year and 15-17: 146) and
among women (190 times a year vs. 168 for men).
179
 Also, Anglophone Canadians report a slightly higher consumption frequency than Francophone Quebecers:
86% of Anglophone Canadians surveyed watch series at least once a week vs. 80% of Francophone
Quebecers.
* This figure is approximate since it is based on extrapolations of consumption frequency. For example, a person who reported consuming series every or almost every day was given a
value of 300 times a year and a person who answered approximately once every 2 to 3 months was given an average of 5 times a year.
14
Movie Watchers’ Behaviour:
Audiovisual consumption
SERIES / SOAP OPERAS AND MOVIES ARE FIRMLY INGRAINED IN CANADIAN VIEWING
HABITS (CONT.)
 Movies (feature films) rank in second place with an annual average consumption frequency of 85 times a
year, and slightly more than half of Canadians (53%) watch movies at least once a week.
 Canadians aged 18-35 again appear to be the leading segment, with nearly two thirds (64%) reporting that
they watch movies at least once a week, for an average of 97 times a year. Those aged 15-17 also stand out
with an average of 103 movies watched in a year, a behaviour no doubt attributable to the greater amount of
discretionary time they have.
 Francophone Quebecers are heavier consumers of movies, watching them on average 100 times/year,
whereas Anglophone Canadians watch movies on average 82 times/year.
 While women tend to watch series, men are slightly more inclined to watch movies (90 vs. 80 for women).
66
*
Annual consumption frequency
of professional or amateur
short films
15
85
*
annual consumption
frequency of movies
 Professional or amateur short films emerge as the least popular category of video content, but they
are still consumed on average 66 times a year, and nearly four in ten respondents (38%) watch them at
least once a week.
 The youngest Canadians surveyed (aged 15-17) appear to be the highest users, with an average of 150
times/year.
* This figure is approximate since it is based on extrapolations of consumption frequency. For example, a person who reported consuming series every or almost every day was given a
value of 300 times a year and a person who answered approximately once every 2 to 3 months was given an average of 5 times a year.
Movie Watchers’ Behaviour:
Movies
MOVIE CONSUMPTION IS ON THE RISE AND DIGITAL DELIVERY MODES ARE PLAYING
A DECISIVE ROLE
 The results suggest that movie consumption is increasing slightly: nearly one in three Canadians surveyed (29%)
say they watch more movies than last year, twice as many as those who say they watch less (14%), a significant
gain of 15 percentage points. Three key reasons explain this situation:
 Free time / more interest: having time is an essential prerequisite for watching movies. More than half of Canadians who say
they watch more movies than a year ago (52%) cite this reason.
 Accessibility of movies: more than a quarter of the reasons given (26%) point to easier access to content, either through new
platforms, or a service or package with their TV subscription, etc.
 Preference for digital viewing: a significant proportion (21%) of respondents report increasingly enjoying digital viewing,
particularly via streaming, which, in their opinion, offers better content than regular television programs.
 These last two results demonstrate the growing impact of technology on the way video content is consumed.
16
Movie Watchers’ Behaviour:
Movies
AGE AND LANGUAGE GREATLY INFLUENCE VIEWING BEHAVIOURS
 Not surprisingly, Francophones and Anglophones live in different worlds in terms of viewing language.
 Anglophone Canadians watch their content almost exclusively in English. On average, 94% of their content is in English, and
71% of them can be categorized as unilingual Anglophones, since 100% of their content is in English. In this consumer segment,
watching movies in a foreign language is twice as high as watching movies in French (4% vs. 2% of the total).
 Francophone Quebecers watch most of their content in French, of course (71% on average), but many of them also watch
movies in English (28% on average). Only 39% of Francophone Quebecers watch no movies in the other official language.
 On average, three quarters of movies (76%) are watched at home. However, sedentary lifestyles increase with
age. Two thirds of the 15-17 age group (67%) watch at home, and the proportion reaches 78% in the oldest group.
Movie theatres account for 18% of movie-watching venues.
 The few people surveyed who watch movies elsewhere using a mobile reader or a tablet (6%) are more numerous in the 15-17
and 18-34 age groups (on average 12% and 10% of movies, respectively, vs. 35-54: 6% and 55 and over: 4%) and among
Anglophone Canadians (on average 7% vs. Francophone Quebecers: 5%).
81%
17
 The majority of Canadians surveyed watched
their last movie on television.
 A minority of respondents report having watched
their last movie on a computer.
 The proportion is higher still among the oldest
respondents (55 and over: 94%).
 However, the proportion is significantly higher
among the youngest (15-17: 39% and 18-34: 29%).
15%
Movie Watchers’ Behaviour:
Viewing modes
LIVE MOVIE VIEWING IS STILL THE LEADING MODE, BUT DIGITAL PLATFORMS HAVE BECOME
INDISPENSABLE
 The Canadians surveyed say that, in the past year, they watched movies live when broadcast
on television on average 53 times a year. Moreover, nearly a third of respondents (32%)
watched movies at least once a week. Still, certain subgroups are notably overrepresented,
namely:
 The oldest (55 and over: on average 59 times/year vs. the 15-17, 18-34 and 35-54 segments: 50
times/year), Francophone Quebecers (on average 70 times/year vs. Anglophone Canadians: 50
times/year), inactive people, homemakers/retirees/unemployed (on average 64 times/year vs. active
people: 48 times/year), the least educated (primary / secondary graduates: on average 62 times/year and
CEGEP: 60 times/year vs. university: 39 times/year) and respondents with an annual household income
of less than $40K (on average 78 times/year vs. $40-79K: 55 times/year and $80K or more: 41
times/year).
 The personal video recorder (PVR) is also a popular viewing mode, used on average 32 times
during the past year. Users of this platform are more numerous in the following subgroups:
 city dwellers (on average 36 times/year vs. suburbanites: 28 times/year and rural residents: 27
times/year) and households with children under 18 (on average 40 times a year vs. those without
children: 29 times/year).
53
*
annual consumption
frequency of movies
live on TV
32
*
annual consumption
frequency of movies
via digital recorder
 It bears noting that the modes of viewing movies at home on owned DVD, Blu-Ray or VHS, via
video on demand and on mobile devices (iPad, tablet, smart phone, PlayStation Portable (PSP),
etc.) are more prevalent in the two youngest segments of respondents (15-17 and 18-34).
* This figure is approximate since it is based on extrapolations of consumption frequency. For example, a person who reported consuming series every or almost every day was given a
value of 300 times a year and a person who answered approximately once every 2 to 3 months was given an average of 5 times a year.
18
Movie Watchers’ Behaviour:
Viewing modes
LIVE MOVIE VIEWING IS STILL THE LEADING MODE, BUT DIGITAL PLATFORMS HAVE BECOME
INDISPENSABLE (CONT.)
 Online platforms use is fairly common among the Canadians surveyed but remains slightly below physical
platforms (TV, movies on DVD, Blu-Ray or VHS, digital recorder, etc.). The average maximum use is 30 times a year.
 Paid streaming is in first place: used at least once a week by 17% of respondents, particularly Anglophone Canadians (18% vs.
Francophone Quebecers 8%). The language barrier and the greater wealth of content in English no doubt largely explain this
disparity.
 Free streaming and download follow in second place: used at least once a week by 13% of respondents. An overrepresentation
is evident in the youngest age group 15-17: two in five (40%) use free streaming at least once a week and three in ten (30%) use
free download at least once a week.
19
Consumption frequency of movies and series
QA1. How often do you watch the following three types of content?
Please think about the content you watch at home, at the movie theatre, on a plane, at a friend’s place or elsewhere.
Once a week or more
A few times a month
85 %
Tel evi s i on s eri es / s oa p opera s
Ful l -l ength fea ture fi l ms
7%
53 %
Profes s i ona l or a ma teur s hort
fi l ms
38 %
Average
(times / year)
Less than once a month
27 %
23 %
20 %
39 %
9%
179
85
66
All viewing frequencies have
been grouped as follows:
• Once or more a week:
Every or almost every day,
Several times a week,
Approximately once a week
•
•
Several times a month:
Approximately every 2-3
weeks, Approximately once
a month
Less than once a month:
Approximately once every
2-3 months, Approximately
once every 4-5 months,
Once or twice a year, Never
(except for movies, where
Never was not an answer
choice).
Subgroups in which the average annual consumption is overrepresented:
Series / Soap operas
 Women (190 vs. men 168)
 Households of three or more people (186 vs.
two people: 175 and one person: 175)
 Born in Canada (183 vs. born elsewhere:
159)
 Primary / secondary graduates (189 vs.
college: 181 and university: 174).
20 Base: All respondents (n = 1800)
Movies (feature films)
 Francophone Quebecers (100 vs. Anglophone
Canadians: 82)
 Men (90 vs. women: 80)
 Quebec residents (94 vs. Atlantic and Ontario: 85.8
and West: 77)
 Households of three or more people (90.2 vs. two
people: 81.1 and one person: 81.1)
 Active people (88.3 vs. inactive: 77.3)
 Primary / secondary graduates (97.9 vs. college: 84.6
and university: 76.5)
 Households with children (94.9 vs. without children:
80.9).








Professional or Amateur Short Films
Francophone Quebecers (78 vs. Anglophone Canadians: 64)
Men (77 vs. women: 55)
City dwellers (72 vs. suburbanites: 61 and rural residents: 54)
Households of three or more people (86.8 vs. one person:
51.2 and two people: 49.1)
Born outside of Canada (86.5 vs. born in Canada: 62.1)
Active people (73.4 vs. inactive: 48.8)
Primary / secondary graduates (75.1 vs. university: 65.3 and
college: 57.2)
Households with children (95.8 vs. without children: 53.3).
Consumption frequency of movies and series (cont.)
QA1. How often do you watch the following three types of content?
Please think about the content you watch at home, at the movie theatre, on a plane, at a friend’s place or elsewhere.
Total
n = 1,800
21 Base: All respondents
Age
15-17
n = 82
18-34
n = 431
35-54
n = 648
87 %
6%
7%
185
83 %
5%
12 % 
170 




55 %
29 %
17 % 
85
43 % 
29 %
28 % 
73

51 % 
22 %
27 % 
91

35 % 
26 %
40 %
62
27 % 
24 %
49 % 
39

b) Television series / Soap operas
Once or more a week
Severa l times a month
Les s tha n once a month
Average (times / year)
85 %
7%
9%
179
70 % 
18 % 
12 %
146 
86 %
7%
7%
189 
a ) Movies (feature films)
Once or more a week
Severa l times a month
Les s tha n once a month
Average (times / year)
53 %
27 %
20 %
85
59 %
27 %
14 %
103
64 %
23 %
13 %
97
c) Professional or amateur short films
Once or more a week
Severa l times a month
Les s tha n once a month
Average (times / year)
38 %
23 %
39 %
66
64 %
11 %
25 %
150




55 and over
n = 639
Number of movies watched in the past month
QA3. More specifically, how many movies have you watched in the past month?
Total
n = 1,167
The proportion of respondents having watched more than 10 movies in
the past month is higher among:
 Men (27% vs. women: 19%)
 Rural residents (28% vs. suburbanites: 22% and city dwellers:
22%)
 The least educated, primary / secondary graduates (28% vs.
college: 23% and university: 20%)
 Respondents with a household income of less than $40K (30%
vs. $40-79K: 25% and $80K or more: 19%).
1 to 5 movi es
6 to 10 movi es
More than 10 movies
Average
46 %
31 %
23 %
9.3
Age
15-17
n = 54
18-34
n = 325
35-54
n = 442
41 %
28 %
32 %
13.5 
43 %
35 %
22 %
10.5
49 %
30 %
22 %
8.5

n = 1,754
1 to 5 movi es
6 to 10 movi es
More than 10 movies
None
Average
Base: All respondents
22
47 %
29 %
23 %
8.4

These results are based on the respondents who watch movies at least once a month.
It follows, therefore, that all of them watched at least one movie in the past month.
Total
These results are based on all respondents, including those who
watch movies less than once a month.
Thus, 20% of those surveyed watched no movies in the past
month.
55 and over
n = 346
43 %
21 %
16 %
20 %
6.5
Age
15-17
n = 75
18-34
n = 422
35-54
n = 636
42 %
20 %
22 %
16 %
9.7

43 %
27 % 
17 %
13 % 
8.2

47 % 
21 %
15 %
17 % 
6.1
55 and over
n = 621
41 %
17 %
14 %
29 % 
5.0

Movie-watching trends
QA4.
Compared to a year ago, would you say that you watch …
QA5.
Why do you watch more movies than one year ago?
Total
n = 489
Moins de
films; 14%
Stable ,
58%
SUBTOTAL: More interest / more free time
More time / free time
More movies that interest me / are in my area of interest
It's fun / entertaining
Is a film enthusiast/buff / Likes movies
SUBTOTAL: Accessibility (of movies, sources or platforms)
Better selection of movies / better movies available
Easier access to movies
Has a movie service / package with TV subscription
SUBTOTAL: Preference for digital viewing
Netflix / Netflix subscription
Poor quality programming / content on regular TV
More options available online (streaming, etc.,)
SUBTOTAL: Influence of family / friends
Activity with friend / partner / family / they want to watch
The children are older / watch more movies
SUBTOTAL: Goes to movie theatres more often
SUBTOTAL: Other
More
films, 29%
Base: All respondents (n = 1800)
52 %
27 %
13 %
4%
4%
26 %
9%
7%
6%
21 %
14 %
4%
4%
11 %
9%
4%
5%
7%
Note: For purposes of clarity, only results equal to and exceeding 3% are presented in this table.
The proportion of respondents who watch more movies than one year ago is higher among:







23
Those aged 15-17 (54% vs. 18-34: 38%, 35-54: 26% and 55 and over: 20%)
Ontario respondents (33% vs. West and Atlantic: 26% and Quebec: 24%)
City dwellers (31% vs. rural residents: 28% and suburbanites: 24%)
Anglophone and other Canadians (30% vs. Francophone Quebecers: 22%)
Households of three or more people (34% vs. one person: 28% and two people: 23%)
Active people (31% vs. inactive: 22%)
Households with children (38% vs. without children: 25%).
Movie-watching conditions in general
QA12. What proportion of the movies you watch are in …
1 to 25 %
In English
In French
IN another language
QA6.
26 to 50%
5% 5% 3%
12 %
16 %
51 to 75%
76 to 100%
Average
None
81 %
6%
4 % 1 % 10 %
74 %
2% 1%
80 %
Proportion
of 100%
84.3%
61%
12.5%
6%
3.3%
0.1%
What proportion of the movies do you watch …
1 to 25 %
At home or at a
family / friend’s house
7%
11 %
20 %
At a theatre
Elsewhere (mobile
reader or tablet)
24 Base: All respondents (n = 1800)
26 to 50%
76 to 100%
Average
None
61 %
58 %
41 %
51 to 75%
13 %
4 %1 1
2%
3% 5%
54 %
22 %
Proportion
of 100%
75.5%
15%
18.1%
1%
6.4%
0.1%
Movie-watching conditions in general (cont.)
QA12. What proportion of the movies you watch are in…
Total
n = 1,800
Age
Regi on / La ngua ge
Anglo /
Franco ROC
n = 1,521
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
5%
8%
5%
78 %
51 %
4%
84 %
4%
4%
3%
83 % 
62 %
6%
86 %
4%
4%
2% 
81 %
71 % 
8% 
84 %
24 %
16 %
6%
15 %
4%
39 %
28 %







1%
4%
3%
92 %
71 %
0.3 %
94 %







12 %
3%
1%
8%
6%
77 %
11 % 
8%
4%
1%
12 %
8%
76 %
15 %

15 %
16 %
5%
61 %
39 %
4%
71 %






12 %
1%
0.3 %
0.4 %
0.1 %
87 %
2%






17 %
2%
1%
0.3 %
0.1 %
80 %
3%
8%
1%
0%
0.3 %
0.0 %
91 %
1%



a) In English
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average

5%
5%
3%
81 %
61 %
6%
84 %
11 %
7%
4%
68 %
39 %
10 %
73 %
12 %
4%
1%
10 %
6%
74 %
13 %
14 %
5%
0.0 %
18 % 
10 %
63 % 
20 %
17 % 
4%
1%
7%
3% 
70 % 
11 %
16 %
2%
1%
0.3 %
0.1 %
80 %
3%
20 %
6% 
3%
1%
0.0 %
71 % 
7%
25 %
4%
2%
0.3 %
0.0 %
68 %
5%







b) In French
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average



c) In another language
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average
25 Base: All respondents (n = 1800)






7% 
1%
0.0 %
0.0 %
0.0 %
92 % 
1% 
18 % 
3%
1%
0.4 %
0.1 %
78 % 
4% 
Movie-watching conditions in general (cont.)
QA6.
What proportion of the movies do you watch in each of the following three places?
Total
n = 1,800
Age
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
5% 
9%
21 %
63 %
13 %
2%
77 % 
8%
7%
16 %
68 %
25 %
2%
78 %
4%
8%
15 %
72 %
19 %
2%
80 %
61 %
12 %
2% 
4%
2%
22 %
17 %
46 %
10 %
4%
7%
1%
33 %
18 %


40 %
4%
0.4 %
1%
0.2 %
55 %
6%
29 %
2%
0.2 %
0.2 %
0.0 %
69 %
4%


a ) At home or at the home of family or friends
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average
7%
11 %
20 %
61 %
15 %
2%
76 %
6%
29 %
19 %
45 %
7%
2%
67 %

8%
15 %
25 %
52 %
5%
0.1 %
71 %
b) At a movie theatre
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average
58 %
13 %
3%
5%
1%
22 %
18 %
65 %
22 % 
4%
3%
0.0 %
7% 
21 %
69 %
16 %
3%
2%
0.0 %
10 %
19 %


c) Elsewhere (using a mobile reader or a tablet)
1 to 25%
26 to 50%
51 to 75%
76 to 100%
100%
None
Average
41 %
4%
1%
1%
0.1 %
54 %
6%
54 %
8%
0.0 %
2%
0.0 %
36 %
12 %


55 %
6%
1%
1%
0.0 %
37 %
10 %



26 Base: All respondents
Regi on / La ngua ge






























Anglo /
Franco ROC
n = 1,521
7%
11 %
21 %
59 %
14 %
2%
75 %





61 %
13 %
2%
2%
1%
22 %
16 % 
58 %
13 %
3%
5%
1%
22 %
19 % 
26 % 
3%
0.3 %
1%
0.0 %
70 % 
5% 
44 % 
4%
1%
1%
0.1 %
51 % 
7% 
Last movie watched
QA9.
Thinking specifically about the last movie you watched at home, on which of the following platforms did you watch it?
The proportion of respondents who watched their last
movie on television is higher among:
 Francophone Quebecers (87% vs. Anglophone
and other Canadians: 80%)
 Women (84% vs. men: 79%)
 Quebec respondents (86% vs. Atlantic: 85%,
West: 81%, and Ontario: 78%)
 Suburbanites (87% vs. rural residents: 86% and
city dwellers: 77%)
 Respondents who watch movies less than once a
month (87% vs. several times a month: 84% and
once or more a week: 78%)
 Households of two people (88% vs. one person:
81% and three or more people: 76%)
 Respondents born in Canada (84% vs. born
elsewhere: 68%)
 Inactive people (91% vs. active: 77%)
 Respondents with a household income of $80 or
more (85% vs. $40K to $79K: 82% and less than
$40K: 72%)
 Households without children (84% vs. with
children: 75%).
27 Base: All respondents (n = 1800)
The proportion of respondents who watched their last
movie on a computer is higher among:
15%
On a computer
On a mobile
device
81%
On
television
2%
Other
1%
1%
I do not remember
 Anglophone Canadians (16% vs. Francophone
Quebecers: 10%)
 Men (18% vs. women: 12%)
 Ontario respondents (18% vs. West and Atlantic:
14%, and Quebec: 11%)
 City dwellers (18% vs. rural residents: 11% and
suburbanites: 11%)
 Respondents who watch movies once or more a
week (18% vs. several times a month: 12% and
less than once a month: 10%)
 Households of three or more people (20% vs. one
person: 14% and two people: 10%)
 Respondents born outside of Canada (26% vs.
born in Canada: 13%)
 Active people (19% vs. inactive: 6%)
 Respondents with a household income of less
than $40K (22% vs. $40K to $79K: 15% and $80K or
more: 12%)
 Households with children (20% vs. without
children: 13%).
Last movie watched
QA10. How many people watched this movie with you?
With two
people or
more
28 %
With
another
person
44 %
Average: 2.19
On average, movie watchers watch
with one other person.
Alone
28 %
QA11. And the last movie that you watched at home, was it …
28 %
21 %
19 %
15 %
9%
5%
A DVD or Bl u-Ra y
owned
A fi l m vi ewed onl i ne A fi l m vi ewed on VOD
vi a a provi der s uch a s
or Pa y per Vi ew
Netfl i x, i Tunes
A DVD or Bl u-Ra y
rented
A DVD or Bl u-Ra y
borrowed from a
pa rent or fri end
3%
Other
I do not remember
The vast majority of movie watchers answering Other (86%) say they
watched their last movie live on TV. These respondents are
proportionately overrepresented in the 55 and over age group.
Slightly over one in ten respondents answering Other (12%) say they
watched their last movie on a computer.
28 Base: All respondents (n = 1800)
Last movie watched (cont.)
Total
n = 1,800
A9
Now, thinking specifically of the last movie you watched at home, on which of the following
platforms did you watch it?
On televis ion
On a computer
On a mobile device
Other
I do not remember
Age
15-17
18-34
35-54
55 and over
n = 82
n = 431
n = 648
n = 639
81 %
15 %
2%
1%
1%
53 % 
39 % 
3%
1%
4% 
66 % 
29 % 
4% 
1%
1%
85 % 
12 % 
2%
1%
0%
94 % 
4% 
1% 
1%
1%
A10 And how many people were watching that movie with you?
None - I was alone
One pers on
Two or more people
Average (excluding respondent)
Average (including respondent)
28 %
44 %
28 %
1.2
2.2
36 %
19 % 
42 % 
1.5
2.5
28 %
41 %
31 %
1.3
2.3
26 %
43 %
31 % 
1.3
2.3
29 %
50 %
21 %
1.0
2.0
A11 And this last movie that you watched, was it …
A purchas ed DVD or Blu-Ray
A movie watched through an online provider s uch as Netflix, iTunes
A movie watched through video-on-demand / pay-per-view televis ion
A rented DVD or Blu-Ray
A DVD or Blu-Ray lent o you by a relative or a friend
Other
I do not remember
21 %
19 %
15 %
9%
5%
28 %
3%
29 % 
26 %
3% 
9%
1%
23 %
9% 
20 %
33 % 
12 %
10 %
2% 
20 % 
2%
21 %
17 %
19 % 
9%
6%
27 %
2% 
20 %
8%
15 %
7%
7%
37 %
6%
29 Base: All respondents








Viewing modes
QA7. These days, it is possible to watch movies in different places and with various technological platforms.
How often would you say you have watched the following in the past year?
Once a week or more
f
Movies watched live on television when broadcast on TV
g
Movies recorded on your personal video recorder (PVR)
c
20 %
Movies on DVD / Blu-Ray / VHS that you own
Movies watched through video-on-demand or pay-per-view
television (e.g. Fibe, Illico)
e
d
32 %
Movies on a mobile device such as an iPad or other tablet,
smartphone, Sony PlayStation Portable (PSP), etc.
Movies watched in a movie theatre 5 %
a
Movies rented from a video store 5 %
On a plane, via the aircraft viewing system
h
31 %
38 %
62 %
29 %
12 %
b
Less than once a month
18 %
19 %
9%
A few time a month
53 %
16 %
72 %
11 %
80 %
25 %
70 %
11 %
84 %
Average
(times / year)*
Never
53.1
11%
32.3
46%
30.6
16%
21.1
42%
14.2
63%
10.9
12%
8.9
53%
1 3%
95 %
4.0
43%
12 %
97 %
2.4
82%
Using a pay-per-view service in a hotel
i
30 Base: All respondents (n = 1800)
* In this table, the total number of movies watched on the different platforms far exceeds the 85 cited at the beginning of the
section. We believe that, by breaking down all the possible movie-viewing modes, this question identifies more instances.
However, it is possible that respondents made overestimates attributable to double counting, since it is not always easy to
remember on which platform a particular movie was watched several months earlier. The truth no doubt lies between the two
extremes.
Viewing modes (cont.)
QA7. These days, it is possible to watch movies in different places and with various technological platforms.
Total
Age
15-17
18-34
35-54
n = 1,800
n = 82
n = 431
n = 648
55 and
over
n = 639
Movies watched live on television when broadcast on TV
Once or more a week
Several times a month
Less than once a month
Average (times / year)
32 %
31 %
38 %
53.1
34 %
29 %
37 %
60.0
30 %
37 %
33 %
48.6
30 %
37 %
33 %
50.4
35 % 
39 %
25 % 
58.5 
Movies recorded on your personal video recorder (PVR)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
20 %
18 %
62 %
32.3
17 %
12 %
71 %
28.8
20 %
21 %
59 %
35.5
21 %
19 %
59 %
35.5
19 %
15 % 
66 % 
26.9 
Movies on DVD / Blu-Ray / VHS that you own
Once or more a week
Several times a month
Less than once a month
Average (times / year)
19 %
29 %
53 %
30.6
29 % 
33 %
38 % 
53.5 
25 %
36 %
39 %
39.6




20 %
28 %
52 %
31.0
12 %
22 %
65 %
20.1




Movies watched through video-on-demand or pay-per-view television (e.g.: Fibe, Illico )
Once or more a week
Several times a month
Less than once a month
Average (times / year)
12 %
16 %
72 %
21.1
24 % 
14 %
62 % 
45.0 
16 %
23 %
61 %
31.3




13 %
18 %
69 %
21.5
6%
10 %
84 %
9.1




Movies on a mobile device (iPad, tablet, smart phone, PlayStation Portable (PSP), etc.)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
9%
11 %
80 %
14.2
19 %
25 %
56 %
37.2




17 %
18 %
65 %
25.9




7%
10 %
83 % 
12.3
2%
5%
93 %
3.7




A7 How often would you say you have watched the following in the past year?
f)
g)
c)
e)
d)
31 Base: All respondents
Viewing modes (cont.)
QA7. These days, it is possible to watch movies in different places and with various technological platforms.
Total
n = 1,800
Age
15-17
18-34
35-54
n = 82
n = 431
n = 648
55 and
over
n = 639
5%
23 %
72 % 
9.4 
3%
19 %
78 %
7.6




A7 How often would you say you have watched the following in the past year?
b)
a)
h)
i)
Movies watched in a movie theatre
Once or more a week
Several times a month
Less than once a month
Average (times / year)
5%
25 %
70 %
10.9
10 %
36 % 
55 % 
16.1
8%
35 %
57 %
16.2
Movies rented from a video store
Once or more a week
Several times a month
Less than once a month
Average (times / year)
5%
11 %
84 %
8.9
9%
19 % 
73 % 
8.3
7%
15 % 
78 % 
13.5 
6%
11 %
84 %
9.1
3%
7%
90 %
5.2




Movies watched on a plane, via the aircraft viewing system
Once or more a week
Several times a month
Less than once a month
Average (times / year)
1%
3%
95 %
4.0
6% 
8% 
86 % 
7.4
3%
6%
91 %
8.0




1%
3%
97 %
2.9
0%
1%
99 %
1.4




Movies watched using a pay-per-view service in a hotel
Once or more a week
Several times a month
Less than once a month
Average (times / year)
1%
2%
97 %
2.4
7% 
5% 
88 % 
9.8
3%
4%
93 %
4.7




1%
1%
99 %
0.8
32 Base: All respondents








0% 
0% 
100 % 
1.3
Virtual acquisition methods
QA8.
How often would you say you have used the
following in the past year?
Once a week or more
c
Paid streaming, per movie or by subscription (live
streaming, e.g. Netflix, iTunes)
d
Free streaming (live streaming, e.g. Tou.tv, Megavideo,
SideReel)
13 %
b
Free download (e.g. torrent file sites)
13 %
a
Paid download (e.g. iTunes, Amazon) 3 % 7 %
17 %
A few time a month
Less than once a month
30.0
72 %
12 %
12 %
10 %
Average
(times / year)
75 %
24.3
78 %
20.5
90 %
5.4
Subgroups in which the average annual use is overrepresented:
Paid Streaming
 Anglophone Canadians (32.9 vs.
Francophone Quebecers: 14.0)
 Atlantic residents (39.3 vs. Ontario
and West: 33.3 and Quebec: 17.8)
 Respondents who watch movies at
least once a week (47.0 vs. several
times a month: 16.0 and less than
once a month: 4.0)
 Households of three or more
people (40.9 vs. two people: 24.6
and one person: 15.1)
 Active people (36.0 vs. inactive:
16.7)
 Households with children (43.0 vs.
without children: 24.6).
33
Base: All respondents
Free Streaming
 Men (29.6 vs. women: 19.2)
 City dwellers (28.6 vs. rural residents: 19.0 and
suburbanites: 18.2)
 Respondents who watch movies at least once a
week (35 vs. several times a month: 12 and less
than once a month: 11)
 Households of three or more people (33.6 vs. one
person: 22.0 and two people: 14.8)
 Born outside of Canada (39.7 vs. born in Canada:
21.5)
 Active people (29.7 vs. inactive: 11.9)
 Primary / secondary graduates (30.1 vs.
university: 23.7 and college: 18.3
 Household income of less than $40K (38.8 vs.
$40K to $79K: 23.9 and $80K or more: 18.3)
 Households with children (37.3 vs. without
children: 18.8).
Free Download
 Men (23.8 vs. women: 17.3)
 City dwellers (23.4 vs. suburbanites:
19.0 and rural residents: 13.0)
 Respondents who watch movies at
least once a week (30.0 vs. several
times a month: 12.0 and less than once
a month: 7.0)
 Households of three or more people
(27.3 vs. two people: 15.4 and one
person: 14.9)
 Born outside of Canada (28.8 vs. born
in Canada: 19.0)
 Active people (24.5 vs. inactive: 10.9)
 Households with children (29.9 vs.
without children: 16.5).
Paid Download
 Francophone Quebecers (9.6 vs. Anglophone
Canadians: 4.6)
 Men (6.7 vs. women: 4.1)
 Quebec residents (8.2 vs. Atlantic, Ontario and
West: 4.5)
 City dwellers (6.8 vs. rural residents: 3.5 and
suburbanites: 3.4)
 Respondents who watch movies at least once a
week (8.0 vs. several times a month: 3.0 and
less than once a month: 2.0)
 Households of three or more people (8.2 vs.
one person: 4.0 and two people: 2.9)
 Active people (7.2 vs. inactive: 1.7)
 Households with children (8.7 vs. without
children: 4.0).
Virtual acquisition methods (cont.)
Total
n = 1,800
Age
15-17
18-34
35-54
n = 82
n = 431
n = 648
55 and
over
n = 639
28 %
21 %
51 %
52.7




18 %
11 %
71 %
30.5
6%
5%
89 %
10.8




A8 How often would you say you have used the following in the past year?
c)
d)
b)
a)
Paid streaming, per movie or by subscription (live streaming; e.g.: Netflix, iTunes)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
17 %
12 %
72 %
30.0
20 %
15 %
65 %
35.1
Free streaming (live streaming; e.g. Tou.tv, Megavideo, SideReel)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
13 %
12 %
75 %
24.3
40 %
20 %
40 %
76.0




24 %
20 %
56 %
43.5




11 % 
10 %
79 % 
19.3 
4%
5%
91 %
7.0




Free download (e.g. torrent file sites)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
13 %
10 %
78 %
20.5
30 %
16 %
54 %
44.9




20 %
16 %
63 %
33.8




11 %
11 %
79 %
19.3
6%
3%
91 %
7.7




Paid download (e.g. iTunes, Amazon)
Once or more a week
Several times a month
Less than once a month
Average (times / year)
3%
7%
90 %
5.4
5%
13 % 
82 % 
10.9
6%
14 %
81 %
11.4




2%
6%
92 %
4.2
0%
3%
97 %
1.0




34 Base: All respondents
Sources of Information and
Preferences
Sources of Information
THE INTERNET HAS BECOME A SOURCE AS CREDIBLE AND IMPORTANT AS WORD OF
MOUTH AND TELEVISION IN DECIDING WHICH MOVIE TO WATCH
 Asked about the sources of information used to decide which movie to watch, nearly
seven in ten Canadians surveyed (68%) say they follow the recommendations of
friends and family. In fact, word of mouth is the main source of information for three
in ten respondents (30%).
 The proportion of respondents for whom word of mouth is the main source is higher among
Anglophone Canadians (32% vs. Francophone Quebecers: 22%).
68%
Friends/ family / word of
mouth
 The second-most consulted source of information is television: three in five respondents
(60%) say they choose their movies on the basis of either TV commercials or TV programs
such as Entertainment Tonight and ETalk Daily.
 Television commercials and programs are also the main source of information for 28% of
respondents, more so among the older segments (35-54: 33% and 55 and over:
32%) and Francophone Quebecers (36%).
36
Sources of Information
THE INTERNET HAS BECOME A SOURCE AS CREDIBLE AND IMPORTANT AS WORD OF
MOUTH AND TELEVISION IN DECIDING WHICH MOVIE TO WATCH (CONT.)
 The Internet (including individual movie websites, specialized movie sites, social media,
YouTube and other sites that show movie trailers, and popular blogs) is now the third-most
popular source of information: nearly three in five respondents (59%) use it, and it is the
main source of information for 26% of those surveyed. These results put the Internet on the
same footing as the two traditional sources: word of mouth and television.
 Internet use is ubiquitous among the under-35 age group. The Web is the key factor for 40% of those
aged 15-17 and 38% of those aged 18-34. By comparison, the proportions fall to 26% for those aged
35-54 and to just 14% for those 55 and over.
37
Preferences
Choice criteria
MANY FACTORS ENTER INTO CONSIDERATION WHEN IT COMES TO CHOOSING A
MOVIE, BUT THE TYPE OF MOVIE IS MOST IMPORTANT
 It stands to reason that the type of movie (e.g. science fiction, drama, comedy) is the key factor
when it comes to choosing a movie. This criterion receives an average importance score of 8.1
out of 10, and more than seven in ten respondents (72%) say they consider it very important.
Among the 12 criteria measured, the type of movie ranks highest, and no other criterion ranks
above 8.
 Among the four age segments, the youngest group surveyed considers this criterion slightly less important
than do the other three. Also, the 15-17 age group give the different criteria lower scores, with the
exception of the soundtrack (average for all Canadians: 4.5 vs. 15-17 age group: 5.9).
7.3
Average importance of topic /
story / facts and/or the book
that inspired the movie
38
8.1
Average importance
of type of movie
 The topic, story or facts or the book that inspired the movie collectively form another key
criterion in choosing a movie. Its average importance score is 7.3 out of 10 and nearly six
in ten respondents (57%) rate it very important.
 This criterion appears to carry more weight among the older respondents, 64% of whom say it is
very important, and among Francophone Quebecers (63% vs. Anglophone Canadians: 56%).
Preferences
Choice criteria
MANY FACTORS ENTER INTO CONSIDERATION WHEN IT COMES TO CHOOSING A
MOVIE, BUT THE TYPE OF MOVIE IS MOST IMPORTANT
 The third criterion, which ranks in a virtual tie with the second, is word of mouth. The movie
watchers surveyed give it an average score of 7.2 out of 10, and more than half of them (53%)
consider the recommendations of family or friends very important in choosing a movie.
 This criterion is rated “Very important” more by respondents aged 18-34 (61% vs. 35 and over: 51% and 1517: 39%) and by Anglophone Canadians (55% vs. Francophone Quebecers: 46%).
7.2
Average importance
of word of mouth
 The fact that a movie is a Quebec movie, a criterion presented only to Quebec respondents, receives a rather low
score: 4.3 out of 10. More than eight in ten Quebec respondents (85%) rate it either as somewhat important or not
at all important. Consequently, promoting a movie because it is Quebec-made will not capture a larger audience.
The movie must first have other qualities in order to be successful.
39
Preferences
Types of movies
CANADIANS ARE MOST INTERESTED IN FOUR BROAD TYPES OF MOVIES
 Asked about their interest in different types of movies, respondents put comedy, action/adventure,
mystery/thriller and drama at the top of the list, with more than half the movie watchers surveyed (65%, 62%,
57% and 55%, respectively) reporting great interest (scores between 8 and 10).
 Conversely, horror/suspense and Western movies appear to hold less appeal for respondents, earning average
interest scores of 4.9 and 4.6 out of 10, respectively.
 There are several interesting age-related differences. For example, those aged 55 and over are more fond of
historical/biography movies (average of 7.0 vs. 4.4 for the 15-17 age group). They also like documentaries and
musicals. But they have scant interest in horror/suspense movies (average of 3.8), unlike the 15-17 age group of
enthusiasts (6.1).
 Hollywood big budget movies are in first place among the types of movies preferred by the
movie watchers surveyed. Respondents give them an average interest score of 7.2 out of 10
and more than half (54%) report great interest in this type of movie.
 Canadian and Quebec movies, however, arouse less interest among respondents. Canadian
movies earn an average interest score of 5.6 out of 10, while Quebec respondents give
Quebec movies an average interest score of 5.5 out of 10.
 It bears noting that few respondents recalled the title of the last Canadian or Quebec movie they had
watched: close to four in ten Francophone Quebecers (39%) remembered the last Quebec movie
watched and only one in five Anglophone Canadians (21%) remembered the last Canadian movie
watched.
40
Sources of information consulted
ALL SOURCES CONSULTED
Total
n = 1,800
Age
Region / Language
15-17
18-34
35-54
n = 82
n = 431
n = 648
66 %
66 %
45 %
39 %
16 %
0%
81 %
42 %
45 %
48 %
50 %
20 %
11 %
37 %
20 %
24 %
9%
68 %
68 %
49 %
45 %
15 %
0%
80 %
37 %
41 %
37 %
32 %
16 %
5%
30 %
15 %
18 %
9%
74 %
74 %
64 %
56 %
22 %
3%
61 %
33 %
30 %
23 %
17 %
14 %
4%
30 %
21 %
15 %
8%
55 and
over
n = 639
Franco QC
n = 279
Anglo /
Franco
n = 1,521
B1 What sources of information do you use to decide which movies you want to watch? Among the
following list, please check all the sources that you regularly use.
SUBTOTAL: Friends / family / word of mouth
Friends / family / word of mouth
SUBTOTAL: TV / Radio
Movie commercials on TV
TV shows like Entertainment Tonight, ETalk Daily
Program guide on TV menu
SUBTOTAL: Internet
Internet sites / online services that offer a list of movies presented in local movie theatres
Specialized movies sites (e.g. IMDB, MovieWeb)
Social networks such as Facebook, Twitter, MySpace
YouTube or other websites that feature movie trailers
A movie's website
Popular blogs
SUBTOTAL: Print
Daily newspapers
Magazines
Weekly newspapers
Note: For purposes of clarity, only results equal to and exceeding 1% are presented in this table.
41 Base: All respondents
68 %
68 %
60 %
52 %
20 %
3%
59 %
31 %
27 %
23 %
19 %
13 %
3%
38 %
25 %
16 %
10 %






























62 %
62 %
67 %
55 %
23 %
6%
38 %
22 %
11 %
9%
8%
8%
1%
51 %
39 %
15 %
13 %















55 %
55 %
67 %
62 %
11 %
4%
49 %
30 %
16 %
17 %
16 %
12 %
2%
38 %
23 %
14 %
12 %








70 %
70 %
58 %
50 %
22 %
3%
61 %
31 %
29 %
24 %
20 %
13 %
4%
37 %
26 %
16 %
10 %








Sources of information consulted
MAIN SOURCE
Total
n = 1,800
Age
Region / Language
15-17
18-34
35-54
n = 82
n = 431
n = 648
55 and
over
n = 639
33 %
33 %
18 %
17 %
1%
0.0 %
40 %
6%
8%
12 %
9%
4%
9%
9%
0.0 %
0.0 %
0.0 %
34 %
34 %
19 %
18 %
2%
0.0 %
38 %
11 %
11 %
6%
6%
2%
5%
3%
1%
1%
2%
31 %
31 %
33 %
27 %
4%
2%
26 %
9%
10 %
4%
2%
2%
7%
4%
1%
1%
3%
26 %
26 %
32 %
24 %
5%
3%
14 %
8%
3%
1%
1%
2%
22 %
17 %
4%
1%
5%
Franco QC
n = 279
Anglo /
Franco
n = 1,521
B2 Of all these sources, which would you say is your main source?
SUBTOTAL: Friends / family / word of mouth
Friends / family / word of mouth
SUBTOTAL: TV / Radio
Movie commercials on TV
TV shows like Entertainment Tonight, ETalk Daily
Program guide on TV menu
SUBTOTAL: Internet
Internet sites / online services that offer a list of movies presented in local movie theatres
Specialized movies sites (e.g. IMDB, MovieWeb)
Social networks such as Facebook, Twitter, MySpace
YouTube or other websites that feature movie trailers
A movie's website
SUBTOTAL: Print
Daily newspapers
Weekly newspapers
Magazines
Other
Note: For purposes of clarity, only results equal to and exceeding 1% are presented in this table.
42 Base: All respondents
30 %
30 %
28 %
23 %
4%
2%
26 %
9%
8%
4%
3%
2%
11 %
9%
2%
1%
3%


































22 %
22 %
36 %
33 %
2%
2%
24 %
13 %
4%
4%
1%
2%
15 %
11 %
4%
0.3 %
2%








32 %
32 %
27 %
21 %
4%
2%
27 %
9%
9%
4%
3%
2%
11 %
8%
2%
1%
4%








Choice criteria
QB3.
How important are the following when it comes to choosing a movie?
Important (8 to 10)
d
f
h
The type of movie (e.g. science fiction, drama, comedy)
The cast
g
Positive reviews in the media
l
The awards won (Oscar, Jutra, Canadian Screen Award, etc.)
j
Presented to Quebec
respondents only
26 %
57 %
Word of mouth, recommendations from family/friends
35 %
53 %
39 %
45 %
45 %
33 %
50 %
20 %
The fact that it is a Quebec movie
16 %
a
The movie’s director
15 %
45 %
i
The soundtrack
14 %
49 %
c
The movie’s country of origin
11 %
k
The fact that it is a Canadian movie
10 %
e
43 Base: All respondents (n = 1800)
The screenwriter
9%
41 %
43 %
41 %
3%
33 %
44 %
40 %
37 %
51 %
47 %
50 %
8.1
8%
7.3
8%
7.2
10 %
6.8
17 %
47 %
38 %
Average
Not important (1 to 3)
72 %
The topic / story / facts / book that inspired the movie
b
Somewhat important (4 to 7)
6.1
4.9
4.3
4.4
4.5
3.8
3.9
3.7
Choice criteria (cont.)
Total
n = 1,800
Age
Region / Language
15-17
18-34
35-54
n = 82
n = 431
n = 648
55 and
over
n = 639
Franco QC
n = 279
Anglo /
Franco
n = 1,521
B3 How important are the following when it comes to choosing a
movie?
d) The type of movie (science fiction, drama, comedy, etc.)
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
72 %
26 %
3%
8.1
60 % 
37 % 
3%
7.7
71 %
25 %
4% 
8.0
72 %
27 %
2% 
8.1
73 %
24 %
3%
8.2
f) The topic / story / facts and / or the book that inspired the movie
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
57 %
35 %
8%
7.3
43 % 
40 %
17 % 
6.5 
51 % 
39 % 
10 %
7.1 
56 %
37 %
7%
7.4
64 %
30 %
6%
7.6
h) Word of mouth, recommendations from family or friends
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
53 %
39 %
8%
7.2
39 % 
48 %
13 %
6.4 
61 %
33 %
6%
7.5




b) The cast
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
45 %
45 %
10 %
6.8
34 % 
51 %
15 %
6.2 
g) Positive reviews in the media
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
33 %
50 %
17 %
6.1
l) Awards won (Oscar, Jutra, Canadian Screen Award, etc.)
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
20 %
47 %
33 %
4.9
44 Base: All respondents
73 %
22 %
5% 
8.0
71 %
26 %
3% 
8.1




63 % 
29 % 
8%
7.5
56 % 
37 % 
8%
7.3
52 %
41 %
7%
7.2
50 %
39 %
10 % 
7.0 
46 % 
42 %
12 % 
6.7 
55 % 
38 %
7% 
7.2 
48 %
41 % 
12 %
6.8
45 %
49 % 
7% 
7.0 
45 %
43 %
12 %
6.7
51 % 
38 % 
12 %
6.8
44 % 
46 % 
10 %
6.8
31 %
51 %
18 %
5.9
35 %
47 %
18 %
6.2
30 % 
53 % 
17 %
6.0
35 %
49 %
17 %
6.1
29 %
47 %
24 % 
5.6 
33 %
51 %
16 % 
6.1 
20 %
44 %
37 %
4.8
18 %
49 %
32 %
4.9
17 % 
45 %
38 % 
4.7 
25 % 
47 %
29 % 
5.3 
23 %
46 %
32 %
4.9
20 %
47 %
34 %
4.9
Choice criteria (cont.)
Total
Age
Region / Language
15-17
18-34
35-54
n = 1,800
n = 82
n = 431
n = 648
55 and
over
n = 639
n = 442
16 %
41 %
44 %
4.3
n = 15*
19 %
39 %
42 %
4.5
n = 100
15 %
38 %
47 %
4.1
n = 160
10 % 
44 %
46 %
4.0
n = 167
21 % 
40 %
39.5
4.7 
n = 279
21 % 
45 % 
34 % 
4.9 
n = 1,800
15 %
45 %
40 %
4.4
n = 82
17 %
46 %
37 %
4.6
n = 431
17 %
47 %
36 %
4.6
n = 648
15 %
46 %
39 %
4.5
n = 639
12 % 
43 %
45 % 
4.2 
n = 279
17 %
47 %
36 %
4.7
Franco QC
n = 279
Anglo /
Franco
n = 1,521
B3 How important are the following when it comes to choosing a
movie?
Presented to
Quebec
respondents
only
j) The fact that it is a Quebec movie
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
a) The movie's director
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
n = 163
6% 
33 % 
61 % 
3.2 
n = 1,521
15 %
45 %
41 %
4.4
i) The soundtrack
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
14 %
49 %
37 %
4.5
35 % 
44 %
20.8 
5.9 
15 %
48 %
37 %
4.5
11 % 
51 %
38 %
4.5
14 %
48 %
39 %
4.4
20 % 
51 %
30 % 
4.9 
c) The country of origin
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
11 %
38 %
51 %
3.8
18 % 
38 %
44 %
4.4
12 %
39 %
50 %
3.9
10 %
37 %
53 %
3.7
9%
40 %
51 %
3.7
16 %
44 %
41 %
4.4
k) The fact that it is a Canadian movie
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
10 %
43 %
47 %
3.9
8%
40 %
52 %
3.7
9%
39 % 
52 % 
3.6 
8%
43 %
49 %
3.8
12 %
48 %
40 %
4.3




15 % 
42 %
43 %
4.3 
9% 
43 %
48 %
3.8 
e) The screenwriter
Important (8 to 10)
Somewhat important (4 to 7)
Not important (1 to 3)
Average
9%
41 %
50 %
3.7
15 %
36 %
49 %
4.2
12 % 
38 %
50 %
3.9
8%
41 %
51 %
3.7
7% 
43 %
51 %
3.6
12 %
47 % 
41 % 
4.2 
8%
40 % 
52 % 
3.6 
*Note: These figures should be interpreted with caution given the small size of the sample (n<30)
45 Base: All respondents




13 % 
49 %
38 % 
4.4 
10 %
38 %
53 %
3.7




Types of movies
QB4.
How interested are you in the following types of movies?
Very Interested (8 to 10)
b
Comédi e
e
Action / Aventure
i
Mys tère / pol i ci er
a
Dra me
c
Comédi e roma ntique
j
Hi s tori que / bi ogra phi que
37 %
f
Sci ence-fi ction
36 %
k
Documentai re
15 %
d
Horreur / s us pens e
h
g
Base: All respondents (n = 1800)
46
Comédi e mus i ca l e
Wes tern
Somewhat interested (4 to 7)
65 %
30%
62 %
35 %
55 %
16 %
7.6
8%
7.3
6%
41 %
14 %
49 %
15 %
38 %
27 %
49 %
35 %
45 %
46 %
16 %
40 %
33 %
38 %
7.9
7%
39 %
44 %
22 %
5%
31 %
57 %
14 %
Average
Not interested (1 to 3)
7.4
6.7
6.4
5.8
6.3
4.9
5.0
4.6
Types of movies (cont.)
Total
n = 1,800
Age
Regi on / La ngua ge
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
Anglo /
Franco ROC
n = 1,521
B4 How interested are you in the following types of
movies?
b) Comedy
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
65 %
30 %
5%
7.9
58 %
35 %
7%
7.5
76 %
21 %
3%
8.4




69 % 
28 %
3% 
8.0
55 %
38 %
7%
7.4




55 %
38 %
7%
7.4
e) Action / Adventure
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
62 %
31 %
7%
7.6
61 %
32 %
7%
7.7
67 % 
29 %
4% 
8.0

68 % 
28 %
4% 
7.9

52 %
36 %
12 %
6.9




63 %
33 %
5%
7.7
62 %
31 %
7%
7.6
Mystery / Thriller
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
57 %
35 %
8%
7.3
42 % 
38 %
20 % 
6.4

50 % 
42 % 
9%
7.1

62 % 
32 %
6% 
7.5

61 % 
31 % 
8%
7.4
54 %
39 %
7%
7.1
58 %
34 %
8%
7.4
a ) Drama
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
55 %
39 %
6%
7.4
27 %
49 %
24 %
5.4




57 %
38 %
4% 
7.6

62 %
34 %
4%
7.6




44 %
47 %
10 %
6.8
c) Romantic comedy
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
44 %
41 %
14 %
6.7
28 % 
42 %
30 % 
5.5

51 % 
36 % 
14 %
7.0

46 %
42 %
13 %
6.7
41 % 
45 % 
15 %
6.5
37 % 
44 %
19 % 
6.2

46 % 
41 %
14 % 
6.7

37 %
49 %
15 %
6.4
12 % 
47 %
41 % 
4.4

29 % 
49 %
22 % 
5.8

35 %
53 % 
12 % 
6.5
47 %
44 %
9%
7.0




37 %
43 % 
21 % 
6.1
36 %
50 % 
14 % 
6.4
i)
j)
Historical / Biography
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
47 Base: All respondents




49 %
43 %
8%
7.2








67 %
29 %
4%
7.9
57 %
37 %
6%
7.5








Types of movies (cont.)
Total
n = 1,800
Age
Regi on / La ngua ge
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
Anglo /
Franco ROC
n = 1,521
38 %
38 %
24 %
6.0
35 %
38 %
27 %
5.8
29 % 
51 %
21 % 
5.9

36 % 
49 %
15 % 
6.3

B4 How interested are you in the following types of
movies?
f) Science fiction
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
36 %
38 %
27 %
5.8
34 %
42 %
25 %
5.8
41 % 
41 %
18 % 
6.4

42 % 
40 %
18 % 
6.5

25 %
32 %
43 %
4.7
k) Documentary
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
35 %
49 %
16 %
6.3
23 % 
45 %
32 % 
5.0

32 %
50 %
18 %
6.1
33 %
50 %
17 %
6.2
40 % 
48 %
12 % 
6.6

d) Horror / Suspense
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
24 %
35 %
40 %
4.9
43 % 
34 %
23 % 
6.1

33 % 
39 %
28 % 
5.7

25 %
39 % 
37 % 
5.1

14 %
29 %
57 %
3.8




22 %
37 %
41 %
4.8
25 %
35 %
40 %
4.9
h) Musical
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
22 %
45 %
33 %
5.0
24 %
36 %
40 %
4.7
21 %
44 %
35 %
4.8
18 % 
45 %
38 % 
4.7

26 % 
48 %
26 % 
5.5

24 %
43 %
34 %
5.0
21 %
46 %
33 %
5.0
g) Western
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
16 %
46 %
38 %
4.6
12 %
41 %
47 %
3.9

14 %
45 %
41 %
4.4

16 %
45 %
38 %
4.6
19 %
49 %
33 % 
4.9

14 %
45 %
42 %
4.3

17 %
47 %
37 %
4.7

48 Base: All respondents




Types of movies
QB5.
How interested are you in the following types of movies?
Very Interested (8 to 10)
a
Bi g Budget Hol l ywood Fi l m
g
Ful l -Length Documentari es
25 %
b
Independent fi l ms
25 %
Quebec Fi l ms
(n = 442)
24 %
e
Presented to
Quebec
respondents only
f
Ca na di a n Fi l ms
c
3D fi l ms
d
Forei gn Fi l ms
Somewhat Interested (4 to 7)
54 %
39 %
13 %
7%
55 %
20 %
59 %
17 %
49 %
22 %
17 %
Average
Not Interested (1 to 3)
27 %
61 %
40 %
48 %
7.2
5.8
5.8
5.5
18 %
43 %
39 %
5.6
4.4
4.5
Subgroups in which the proportion of respondents reporting great interest is overrepresented:
Hollywood Big Budget Movies
 Respondents who watch movies at least once a week (61%
vs. several times a month: 54% and less than once a month:
35%)
 Households of three or more people (62% vs. two people:
50% and one person: 45%)
 Active people (59% vs. inactive: 44%)
 Household income of $80K or more (60% vs. $40K to $79K:
57% and less than $40K: 46%)
 Households with children (63% vs. without children: 51%).
49 Base: All respondents (n = 1800)
Feature Documentaries
 Women (28% vs. men: 22%)
 Ontario residents (29% vs. Atlantic and West: 25% and Quebec:
21%)
 City dwellers (27% vs. suburbanites: 23% and rural residents:
23%)
 Respondents who watch movies at least once a week (29% vs.
several times a month: 23% and less than once a month:
19%).
Lower Budget Independent Movies
 Women (27% vs. men: 22%)
 Respondents who watch movies at least once a week
(29% vs. several times a month: 24% and less than once
a month: 15%)
 Born outside of Canada (30% vs. born in Canada:
24%)
 University graduates (29% vs. college: 26% and primary
/ secondary: 19%).
Types of movies (cont.)
Total
n = 1,800
Age
Regi on / La ngua ge
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
Anglo /
Franco ROC
n = 1,521
59 % 
36 %
5% 
7.5

40 %
49 %
11 %
6.6




55 %
38 %
8%
7.2
54 %
39 %
7%
7.3
B5 How interested are you in the following types of
movies?
Presented to
Quebec
respondents
only
a ) Hollywood big budget movies
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
54 %
39 %
7%
7.2
42 % 
43 %
15 % 
6.5

69 %
28 %
3%
8.0
g) Feature documentaries
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
25 %
55 %
20 %
5.8
19 %
43 % 
37 % 
4.7

24 %
53 %
23 % 
5.6
24 %
57 %
19 %
5.7
29 % 
56 %
15 % 
6.1

22 %
54 %
24 %
5.5
26 %
55 %
19 %
5.8
b) Lower budget independent movies
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
25 %
59 %
17 %
5.8
11 % 
61 %
28 % 
4.9

28 %
56 %
17 %
6.0
27 %
59 %
14 % 
6.0

23 %
60 %
17 %
5.6

22 %
60 %
18 %
5.7
25 %
58 %
16 %
5.9
n = 15*
22 %
53 %
25 %
5.7
n = 100
21 %
53 %
26 %
5.5
n = 160
18 % 
55 %
27 %
5.2
n = 167
31 % 
41 % 
28 %
5.6
n = 279
32 % 
51 %
17 % 
6.1

n = 163
9% 
47 %
44 % 
4.3

e) Movies from Quebec
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
n = 442
24 %
49 %
27 %
5.5




*Note: These figures should be interpreted with caution given the small size of the sample (n<30)
50 Base: All respondents
Types of movies (cont.)
Total
n = 1,800
Age
Regi on / La ngua ge
15-17
18-34
35-54
55 and over
Franco QC
n = 82
n = 431
n = 648
n = 639
n = 279
Anglo /
Franco ROC
n = 1,521
22 %
60 %
18 %
5.6
19 %
63 %
18 %
5.5
24 % 
60 %
16 %
5.8

24 %
57 %
19 %
5.7
21 %
62 %
17 %
5.6
26 % 
42 %
32 % 
5.3

15 %
42 %
43 %
4.3
9%
35 %
56 %
3.6




19 %
41 %
40 %
4.6
16 %
40 %
44 %
4.4
17 % 
50 %
32 % 
4.9

14 %
48 %
39 %
4.5
9% 
46 %
45 % 
4.1

15 %
58 % 
27 % 
5.0

13 %
47 % 
41 % 
4.4

B5 How interested are you in the following types of
movies?
f) Canadian movies
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
22 %
61 %
18 %
5.6
17 %
61 %
21 %
5.1

c) 3D movies
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
17 %
40 %
43 %
4.4
31 %
54 %
16 %
6.1
d) Foreign films
Great interest (8 to 10)
Some i nteres t (4 to 7)
No i nteres t (1 to 3)
Average
13 %
48 %
39 %
4.5
13 %
59 %
29 %
4.8
51 Base: All respondents




Viewing of Quebec or Canadian movies in the past year
QB7.
Do you recall the name of the last Quebec movie you saw?
The proportion of respondents who recall the title of the
last Quebec movie they saw is higher among:
No
61 %
Yes
39 %
 Respondents who watch movies at least once a
week (45% vs. several times a month: 37% and less
than once a month: 25%)
 Households of three or more people (46% vs. one
person: 37% and two people: 33%).
Base: All Francophone Quebecers (n = 442)
QB9.
Do you recall the name of the last Canadian movie you saw?
The proportion of respondents who recall the title of the
last Canadian movie they saw is higher among:
No
80 %
Base: All Canadians except Francophone Quebecers (n = 1358)
52
Yes
21 %
 Those aged 35-54 (25% vs. 18-34: 23%, 15-17: 23%
and 55 and over: 14%)
 Ontario respondents (25% vs. Atlantic : 16% and
West : 16%)
 Those who watch movies at least once a week (25%
vs. several times a month: 20% and less than once a
month: 10%)
 Active people (23% vs. inactive: 16%)
 University graduates (27% vs. college: 18% and
primary / secondary: 17%)
 Households with children (24% vs. without children:
19%)
Preferences
Awareness and appreciation of a few examples of movies
AMERICAN MOVIES GENERALLY RANK HIGHER IN TERMS OF VIEWING, BUT NOT NECESSARILY
BECAUSE THEY ARE LIKED
 Examples of movies of all types were presented to the respondents in
order to identify the most popular and the most liked titles. Looking at
the results, American movies stand out clearly in terms of awareness
and comedies appear to be the most liked:
 The movie that tops the list is the American The 40-Year-Old Virgin (2005), with
an enviable awareness rate of 82%. Nearly two thirds of the respondents having
heard of it (65%) report having seen it and slightly less than half (46%) say they
liked it a lot.
 This movie is liked most by those aged 18-34 (54% vs. 35-54: 46% and 55 and
over: 31%) and by Anglophone Canadians (47% vs. Francophone Quebecers:
34%).
 The American Blades of Glory (2007) is the second-best-known movie among those surveyed: more than seven in ten respondents
remember it, more than half report seeing it and nearly a third of those apparently liked it a lot.
 Once again, the proportion of respondents who liked this movie a lot is higher in the 18-34 age group (37% vs. 35 and over: 27%).
 The Canadian Trailer Park Boys: The Movie (2006) is in third place, being known by more than seven in ten respondents (72%),
seen by more than a quarter of them (27%) and liked a lot by nearly a third of those having seen it (31%).
 The Quebec movie War Witch (2012) and the British-Canadian Eastern Promises (2007) come in last, with slightly less than a
quarter of movie watchers having heard of them (24% and 19%, respectively).
53
Preferences
Perceptions of the country of origin of a few examples of movies
FRANCOPHONE QUEBECERS BEAT ANGLOPHONE CANADIANS HANDS DOWN AT
IDENTIFYING MOVIES’ COUNTRY OF ORIGIN
 Next, respondents were asked to guess the country of origin of each of the movies they had heard of (same list as
previous) based on their first impression.
 The correct and incorrect answers given reveal how the movie origins are perceived. The perceptions differ
between Francophone Quebecers and Anglophone Canadians:
 Francophone Quebecers easily identified the Quebec-made movies, namely:
 Bon Cop Bad Cop (2006), with 91% correct answers by Francophone Quebecers vs. 73% correct answers by Anglophone Canadians
 Les invasions barbares / Barbarian Invasions (2003), with 90% correct answers by Francophone Quebecers vs. 52% correct answers
by Anglophone Canadians
 C.R.A.Z.Y. (2005), with 85% correct answers by Francophone Quebecers and only 37% correct answers by Anglophone Canadians.
 Anglophone Canadians naturally identified the American movies quite easily but had more difficulty guessing which of the
other movies were Canadian-made. This was particularly true of the following:
 The Canadian movie Nouvelle espèce / Splice (2010), with only 24% correct answers and perceived as American by 43% of
Anglophone Canadians
 The Canadian-German movie La dénonciation / The Whistleblower (2011), with 19% correct answers and perceived as American by
55% of Anglophone Canadians
 The British-Canadian movie L’imaginarium du docteur Parnassus / The Imaginarium of Dr. Parnassus (2009), with only 18% correct
answers and perceived as American by a majority of Anglophone Canadians (61%).
54
Awareness and appreciation of a few examples of movies
QB10.
a)
b)
c)
For each of the following movie titles, please indicate:
If you have heard of it
If you have seen it
% Have heard of the movie
If you liked it
% Have seen
the movie
82 %
40 ans et encore puceau / The 40 Year Old Virgin (2005)
% Liked the movie
n = 1484
65%
n = 966
A lot
46%
Somewhat Not at all
47%
7%
Les rois du patin / Blades of Glory (2007)
73 %
n = 1310
52%
n = 672
31%
53%
14%
The Trailer Park Boys : The Movie (2006)
72 %
n = 1318
27%
n = 395
31%
53%
14%
n = 1092
51%
n = 547
61%
31%
6%
n = 1089
56%
n = 614
58%
35%
7%
n = 942
52%
n = 481
49%
44%
5%
n = 903
50%
n = 446
44%
47%
6%
63 %
Le démineur / The Hurt Locker (2009)
59 %
Bon Cop Bad Cop (2006)
53 %
Le lutteur / The Wrestler (2008)
51 %
Une vérité qui dérange / An Inconvenient Truth (2006)
Dur à cuire / Goon (2011)
45 %
n = 789
38%
n = 290
40%
47%
12%
La dénonciation / The Whistleblower (2011)
44 %
n = 792
31%
n = 226
41%
52%
5%
n = 648
35%
n = 229
29%
51%
17%
L’imaginarium du docteur Parnassus / The Imaginarium
of Dr. Parnassus (2009)
37 %
Les invasions barbares / Barbarian Invasions (2003)
31 %
n = 557
50%
n = 283
59%
35%
4%
C.R.A.Z.Y. (2005)
30 %
n = 559
52%
n = 294
63%
30%
5%
n = 474
45%
n = 205
27%
53%
18%
n = 431
23%
n = 94
48%
48%
3%
n = 336
63%
n = 205
51%
43%
5%
Nouvelle espèce / Splice (2010)
Rebelle / War Witch (2012)
Promesses de l’ombre / Eastern Promises (2007)
55 Base: All respondents (n = 1800)
28 %
24 %
19 %
Base: Respondents having heard of the movie
Base: Respondents having seen the movie
Francophone Quebecers’ perception of the origin of a few examples
of movies
QB11. For each of the following movie titles, please indicate whether you think it is a Quebec, Canadian, American or foreign movie (non-American).
COUNTRY
OF ORIGIN
Correct response
Incorrent response
Bon Cop Bad Cop (2006) ) n = 261
91 %
9%
Les invasions barbares /
Barbarian Invasions (2003) ) n = 250
90 %
10 %
C.R.A.Z.Y. (2005) n = 244
85 %
2
Les rois du patin / n = 129
Blades of Glory (2007)
81 %
19 %
Le lutteur / The Wrestler (2008) n = 99
81 %
19 %
Le démineur /
The Hurt Locker (2009) n = 110
74 %
The 40-Year-Old Virgin /
The 40 Year Old Virgin (2005) n = 183
Une vérité qui dérange /
An Inconvenient Truth (2006) n = 53
56 Base: Francophone Quebecers having heard of each movie
26 %
69 %
53 %
31 %
47 %
Francophone Quebecers’ perception of the origin of a few examples
of movies (cont.)
QB11. For each of the following movie titles, please indicate whether you think it is a Quebec, Canadian, American or foreign movie (non-American).
COUNTRY
OF ORIGIN
Correct response
Trailer Park Boys: The Movie (2006)
50 %
n = 57
Rebelle / War Witch (2012) n = 129
La dénonciation /
n = 64
The Whistleblower (2011)
57 Base: Francophone Quebecers having heard of each movie
62 %
36 %
Promesses de l’ombre /
n = 34
Eastern Promises (2007)
Nouvelle espèce /
n = 58
Splice (2010)
50%
38 %
Dur à cuire / Goon (2011) n = 143
L’imaginarium du docteur Parnassus /
n = 72
The Imaginarium of Dr. Parnassus (2009)
Incorrent response
64 %
27 %
20 %
17 %
14 %
73 %
80 %
83 %
86 %
American movie
according to 35% of
respondents.
American movie
according to 43% of
respondents.
American movie
according to 65% of
respondents.
American movie
according to 62% of
respondents.
American movie
according to 57% of
respondents.
Canadians’ perception of the origin of a few examples of movies
QB11. For each of the following movie titles, please indicate whether you think it is a Canadian,
American or foreign movie (non-American).
For
Anglophone
Canadian
respondents, Quebec movies were
treated as Canadian movies.
COUNTRY
OF ORIGIN
Correct response
40 ans et encore puceau / n = 1 302
The 40 Year Old Virgin (2005)
Incorrect response
81 %
Le lutteur / The Wrestler (2008) n = 843
19 %
77 %
23 %
Le démineur / n = 982
The Hurt Locker (2009)
74 %
26 %
Bon Cop Bad Cop (2006) n = 828
73 %
27 %
72 %
28 %
Une vérité qui dérange /
An Inconvenient Truth (2006)
n = 850
Les rois du patin / n = 1 182
Blades of Glory (2007)
62 %
38 %
n = 1 261
61 %
39 %
Trailer Park Boys: The Movie (2006)
Les invasions barbares / n = 308
Barbarian Invasions (2003)
58 Base: Anglophone and other Canadians having heard of each movie
52 %
48 %
Canadians’ perception of the origin of a few examples of movies
(cont.)
QB11. For each of the following movie titles, please indicate whether you think it is a Canadian,
American or foreign movie (non-American).
COUNTRY
OF ORIGIN
Correct response
Dur à cuire / Goon (2011) n = 646
Incorrect response
49 %
51 %
Promesses de l’ombre /
Eastern Promises (2007) n = 302
41 %
59 %
Rebelle / War Witch (2012) n = 302
40 %
60 %
C.R.A.Z.Y. (2005) n = 315
37 %
Nouvelle espèce / Splice (2010) n = 416
24 %
La dénonciation /
The Whistleblower (2011) n = 728
19 %
L’imaginarium du docteur Parnassus /
n = 576
The Imaginarium of Dr. Parnassus (2009)
18 %
American movie
according to 41%
of respondents.
63 %
76 %
American movie
according to 43%
of respondents.
81 %
82 %
American movie
according to 55%
of respondents.
American movie
according to 61%
of respondents.
59 Base: Anglophone and other Canadians having heard of each movie
Perceptions of the Industry
Perceptions of the Industry
FRANCOPHONE QUEBECERS HAVE A BETTER OPINION OF THEIR FILM INDUSTRY THAN
ANGLOPHONE CANADIANS OF THEIRS
 In the view of a majority of Quebec respondents, the Quebec film industry has been making better
movies in recent years. Three in five respondents (60%) say they agree with this statement.
 It bears noting that the respondents who agree with this are more numerous among those 55 and over (68% vs.
under 55: 58%) and among women (71% vs. men: 49%).
 Furthermore, nearly two thirds of Quebec respondents (63%) think it is important that Quebec movies
be broadcast on traditional Quebec television channels and that they be presented and promoted
outside the country.
 The proportion of respondents who agree on the importance of broadcasting Quebec movies on traditional Quebec
TV channels is higher among those 55 and over (74% vs. under 55: 62%) and women (71% vs. men: 57%).
 The same two segments also agree the most that Quebec movies should be promoted outside the country (55 and
over: 78% and women: 74%).
 Conversely, few Canadian respondents (other than in Quebec) agree that the Canadian film
industry has been making better movies in recent years: only 43% say they agree with this
statement.
 Once again, there is more agreement on this point among women (46% vs. men: 40%) and respondents aged
55 and over (47% vs. the 35-54: 45%, 18-34: 39% and 15-17: 23% age groups).
 Interestingly, two thirds of Canadian respondents (66%) nonetheless think that it is important to
present and promote Canadian movies outside the country.
61
Perception of the Quebec Industry
QC2. Please indicate the degree to which you agree with the following
statements about the film industry.
% Strongly agrees (8-10)
d
I think it is important that Quebec movies be broadcast on traditional
Quebec television channels
63 %
f
I think it is important to present and to promote Quebec movies outside
the country
63 %
i
I think that in recent years the Quebec film industry has been making
better movies
60 %
c
I think it is important that Quebec movies be shown in Quebec movie
theatres
59 %
g
American movies are generally better made than movies from other
countries
59 %
l
I think we should keep improving access to productions from here (TV
shows, movies, shows, etc.)
e
I think it is important that Quebec movies be available online through
platforms such as Netflix, iTunes or other paid platforms
b
The acting, directing and production ensure that the quality of Quebec
movies is as good as that of movies from other countries
k
I can relate to the stories in Quebec movies
j
a
I feel that most Quebec movies are not shown in movie theatres
Quebec movies are not well promoted / advertised
62 Base: Francophone Quebecers (n = 279)
Neutral (4 to 7)
26 %
10 %
8%
7.5
30 %
12 %
7.3
30 %
12 %
7.3
36 %
35 %
50 %
37 %
36 %
34 %
54 %
7.6
7.6
32 %
53 %
Average
8%
29 %
57 %
25 %
Disagrees (1 to 3)
7%
7.4
12 %
7.1
13 %
6.9
48 %
17 %
6.3
51 %
16 %
6.1
21 %
5.8
Perception of the Quebec Industry (cont.)
Total
n = 279
Age
15-17
18-34
35-54
n = 14*
n = 59
n = 92
55 and
over
n = 114
C2 Please indicate your level of agreement with each of the following statements about the
film industry.
d) I think it is important that Quebec movies be broadcast on traditional Quebec television
channels (e.g. Radio-Canada, TVA, Télé-Québec, V)
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
63 %
26 %
10 %
7.6
12 %
80 %
9%
5.3
56 %
28 %
16 %
7.0
f) I think it is important to present and to promote Quebec movies outside the country
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
63 %
29 %
8%
7.6
26 %
65 %
9%
6.3
45 %
39 %
17 %
6.6
h) I think that in recent years the Quebec film industry has been making better movies
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
60 %
32 %
8%
7.5
24 %
62 %
15 %
5.7
52 %
34 %
15 %
7.0
c) I think it is important that Quebec movies be shown in Quebec movie theatres
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
59 %
30 %
12 %
7.3
17 %
53 %
30 %
4.6
45 %
45 %
11 %
6.8


g) American movies are generally better made than movies from other countries
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
59 %
30 %
12 %
7.3
17 %
53 %
30 %
4.6
45 %
45 %
11 %
6.8


57 %
36 %
7%
7.4
21 %
56 %
24 %
5.1
40 %
53 %
7%
6.9


*Note: These figures
should be
l) I think we should keep improving access to productions from here (TV shows, movies,
shows, etc.)
interpreted with
Agree (8 to 10)
caution given the
Neither agree nor disagree (4 to 7)
small size of the
Disagree (1 to 3)
Average
sample (n<30)
63
Base: Francophone Quebecers (n = 279)
74 %
19 %
7%
8.2



67 %
23 %
10 %
7.8




67 %
26 %
7%
7.9
78 %
18 %
4%
8.3


63 %
31 %
7%
7.7
68 %
28 %
4%
8.0

63 %
23 %
14 %
7.4
71 %
22 %
7%
8.0


63 %
23 %
14 %
7.4
71 %
22 %
7%
8.0


60 %
32 %
9%
7.6
72 %
25 %
4%
8.1












Perception of the Quebec Industry (cont.)
Total
n = 279
Age
15-17
18-34
35-54
n = 14*
n = 59
n = 92
55 and
over
n = 114
C2 Please indicate your level of agreement with each of the following statements about the
film industry.
e) I think it is important that Quebec movies be available online through platforms such as
Netflix, iTunes or other paid platforms
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
53 %
35 %
12 %
7.1
26 %
74 %
0%
6.1
49 %
35 %
16 %
6.6
59 %
29 %
12 %
7.4
56 %
33 %
11 %
7.3
b) The acting, directing and production ensure that the quality of Quebec movies is as good as
that of movies from other countries
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
50 %
37 %
13 %
6.9
17 %
59 %
24 %
5.0
42 %
37 %
21 %
6.4
55 %
38 %
7%
7.2
57 %
31 %
12 %
7.4
k) I can relate to the stories in Quebec movies
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
36 %
48 %
17 %
6.3
12 %
74 %
15 %
5.5
27 %
49 %
24 %
5.7
34 %
51 %
16 %
6.1
21 %
53 %
26 %
4.9
25 %
54 %
21 %
5.8
15 %
62 %
24 %
4.9


37 %
47 %
16 %
6.4
44 %
44 %
12 %
6.7
39 %
46 %
16 %
6.3
28 %
54 %
17 %
5.8
38 %
50 %
12 %
6.4
24 %
54 %
22 %
5.6
18 %
57 %
25 %
5.5
33 %
52 %
16 %
6.3




j)
I feel that most Quebec movies are not shown in movie theatres
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
*Note: These figures
should be
interpreted with
caution given the
small size of the
sample (n<30)
a) Canadian movies are not well promoted / advertised
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
Base: Francophone Quebecers (n = 279)
64


Perception of the Canadian Industry
QC2. Please indicate the degree to which you agree with the following statements about the
film industry.
% Strongly agrees (8-10)
f
I think it is important to present and to promote Canadian movies
outside the country
l
I think we should keep improving access to productions from here (TV
shows, movies, shows, etc.)
59 %
d
I think it is important that Canadian movies be broadcast on traditional
Canadian television channels ( CBC, CTV, etc.)
58 %
e
I think it is important that Canadian movies be available online through
platforms such as Netflix, iTunes or other paid platforms
57 %
Neutral (4 to 7)
Disagrees (1 to 3)
66 %
31 %
Average
3%
8.0
3%
7.7
37 %
5%
7.5
38 %
5%
7.6
37 %
c
I think it is important that Canadian movies be shown in Canadian movie
theatres
53 %
40 %
7%
7.3
g
American movies are generally better made than movies from other
countries
53 %
40 %
7%
7.3
a
h
j
Canadian movies are not well promoted / advertised
47 %
I think that in recent years the Canadian film industry has been making
better movies
43 %
I feel that most Canadian movies are not shown in movie theatres
42 %
b
The acting, directing and production ensure that the quality of Canadian
movies is as good as that of movies from other countries
k
I can relate to the stories in Canadian movies
65 Base: Anglophone and other Canadians (n = 1521)
37 %
25 %
44 %
53 %
53 %
51 %
62 %
9%
7.0
4%
7.0
5%
6.9
12 %
6.4
13 %
6.0
Perception of the Canadian Industry (cont.)
Total
n = 1,521
Age
15-17
18-34
35-54
n = 68
n = 372
n = 556
55 and
over
n = 525

63 %
35 %
3%
8.0
69 %
29 %
3%
8.1
67 %
29 %
4%
8.0


51 %
46 %
3%
7.5
C2 Please indicate your level of agreement with each of the following statements about the
film industry.
66
f) I think it is important to present and to promote Canadian movies outside the country
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
66 %
31 %
3%
8.0
53 %
41 %
6%
7.3
l) I think we should keep improving access to productions from here (TV shows, movies,
shows, etc.)
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
59 %
37 %
3%
7.7
50 %
41 %
9%
7.0
d) I think it is important that Canadian movies be broadcast on traditional Canadian television
channels (e.g. CBC, CTV, Citytv, Global)
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
58 %
37 %
5%
7.5
40 %
51 %
9%
6.3


e) I think it is important that Canadian movies be available online through platforms such as
Netflix, iTunes or other paid platforms
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
57 %
38 %
5%
7.6
c) I think it is important that Canadian movies be shown in Canadian movie theatres
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
g) American movies are generally better made than movies from other countries
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
Base: Anglophone and other Canadians (n = 1521)




64 %
33 %
3%
7.8


63 %
35 %
3%
7.9
63 %
32 %
5%
7.7


52 %
41 %
7%
7.2


55 %
41 %
4%
7.6
58 %
36 %
6%
7.5
40 %
50 %
10 %
6.8




59 %
37 %
4%
7.7
62 %
34 %
4%
7.8
53 %
40 %
7%
7.3
36 %
51 %
14 %
6.2

53 %
41 %
7%
7.3
53 %
38 %
8%
7.3
56 %
38 %
6%
7.4
53 %
40 %
7%
7.3
36 %
51 %
14 %
6.2

53 %
41 %
7%
7.3
53 %
38 %
8%
7.3
56 %
38 %
6%
7.4









Perception of the Canadian Industry (cont.)
Total
n = 1,521
C2 Please indicate your level of agreement with each of the following statements about the
film industry.
a) Canadian movies are not well promoted / advertised
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
Age
15-17
18-34
35-54
n = 68
n = 372
n = 556
55 and
over
n = 525
47 %
44 %
9%
7.0
33 %
52 %
15 %
6.1




49 %
42 %
9%
7.1
43 %
50 %
7%
6.9




52 %
37 %
12 %
7.2
43 %
53 %
4%
7.0
23 %
67 %
10 %
5.8




39 %
56 %
6%
6.8

47 %
49 %
3%
7.2


45 %
51 %
4%
7.1
j) I feel that most Canadian movies are not shown in movie theatres
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
42 %
53 %
5%
6.9
40 %
50 %
11 %
6.6
36 %
58 %
6%
6.6



45 %
52 %
3%
7.0
b) The acting, directing and production ensure that the quality of Canadian movies is as good
as that of movies from other countries
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
37 %
51 %
12 %
6.4
33 %
57 %
10 %
6.4
33 %
52 %
15 %
6.2

36 %
51 %
13 %
6.3
42 %
48 %
10 %
6.7

k) I can relate to the stories in Canadian movies
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
25 %
62 %
13 %
6.0
18 %
65 %
16 %
5.5
21 %
67 %
12 %
5.8


25 %
62 %
13 %
6.0
30 %
57 %
12 %
6.2


h)
I think that in recent years the Canadian film industry has been making better movies
Agree (8 to 10)
Neither agree nor disagree (4 to 7)
Disagree (1 to 3)
Average
67
Base: Anglophone and other Canadians (n = 1521)

45 %
50 %
5%
7.1









Respondent Profile
Respondent Profile
Total
Total
n = 1,800
Region
Quebec
Ontario
West
Atlantic
24 %
38 %
31 %
7%
Age
15-17
18-34
35-54
55 and over
5%
27 %
35 %
34 %
Gender
Male
Female
49 %
51 %
Language
French
English
Another language
21 %
75 %
3%
Region / Language
Quebec - Franco
Anglo / Franco ROC
15 %
85 %
Household size
One person
Two people
Three or more people
Average
69 Base: All respondents
18 %
39 %
43 %
2.6 pers.
Ethnic or cultural origin
White/Caucasian (e.g. Canadian, American, European,
Australian)
Chinese
Black (African / African-American/ Caribbean)
South Asian (e.g. Indian, Pakistani, Bangladeshi, SriLankan)
Another Asian origin (e.g. Korean, Japanese)
South-East Asian (e.g. Cambodian, Indonesian, Lao,
Vietnamese)
Native American (Aboriginal/ Inuit)
Hispanic / Latin-American (e.g. Central America, South
Arab / Middle-Eastern / North African (e.g. Egyptian,
Iraqi, Lebanese, Israeli, Moroccan, Palestinian, Syrian,
West Asian (e.g. Afghan, Iranian, Kurdish)
Other
n = 1,800
Born in Canada
Yes
No
n = 1,800
85 %
15 %
S7at et bt Household composition
Number of people 17 or under
None
1
2
3 or more
Number of people 18 or over
None
1
2
3 or more
87 %
5%
2%
2%
2%
1%
1%
1%
1%
1%
2%
n = 1,800
71 %
14 %
11 %
4%
0%
21 %
56 %
23 %
Respondent Profile (cont.)
Total
70 Base: All respondents
Main occupation
Working full-time (30 hours or more a week)
Working part-time
Student
Unemployed / looking for work
Retired
Homemaker
n = 1,767
49 %
10 %
9%
3%
24 %
5%
Education
High school or less
College
University
n = 1,736
28 %
34 %
38 %
Household income
Less than $40,000
Between $40,000 and $79,999
$80,000 or more
n = 1,422
22 %
41 %
38 %
Appendices: Survey Questionnaires