April 2013 Study on the Movie-watching Habits of Canadians

2 Table of Contents  Summary of Results3  Context, Objectives and Methodology9  Movie Watchers’ Behaviour13  Sources of Information and Preferences35  Perceptions of the Industry 60  Respondent Profile68  Appendices: Survey Questionnaires

Summary of Results

4 What new trends are emerging in the industry? What do Canadians know and perceive about movies and the film industry? 2 What are Canadians’ consumption habits with respect to video content in general and to movies in particular? 1 3  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:  The following pages summarize the principal answers given to these questions.

5 Summary of Results What are Canadians’ consumption habits with respect to video content in general and to movies in particular? 1  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.

6 Summary of Results What new trends are emerging in the industry? 2  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

7 Summary of Results What new trends are emerging in the industry? (cont.) 2 3.There have never been so many options for watching a movie: the graph below eloquently illustrates the different movie- watching options available to viewers. Live viewing is less and less the norm. 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. QA11.And the last movie that you watched, was it… Mostly people who report having watched their last movie live on TV.

8 Summary of Results What do Canadian know and perceive about movies and the film industry? 3  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 high- quality movies that deserve better marketing.

Context, Objectives and Methodology

10 Context, Objectives and Methodology  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.  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. CONTEXT OBJECTIVES

11 Context, Objectives and Methodology  Canadians from all provinces  Aged 15 and over  Able to speak French or English  Survey conducted via web panel March 11-19,  The data was collected using the panel managed by Research Now, a regular Ad hoc recherche partner. COLLECTION METHOD COLLECTION METHOD ACCURACY OF RESULTS ACCURACY OF RESULTS  For a probability sample of n = 1800, the maximum margin of error, at a confidence level of 95%, is ± 2.31%.  The results have been weighted by region, age and gender to reflect the study population as closely as possible. 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. STUDY POPULATION STUDY POPULATION

12  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.” Context, Objectives and Methodology OTHER DETAILS OTHER DETAILS  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).  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

Movie Watchers’ Behaviour

14 Movie Watchers’ Behaviour: Audiovisual consumption  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.  The average annual consumption frequency of series is higher among Canadians aged and (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).  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. SERIES / SOAP OPERAS AND MOVIES ARE FIRMLY INGRAINED IN CANADIAN VIEWING HABITS 179 * annual consumption frequency of series / soap operas

15 Movie Watchers’ Behaviour: Audiovisual consumption  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 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 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). * 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. 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. 66 * Annual consumption frequency of professional or amateur short films SERIES / SOAP OPERAS AND MOVIES ARE FIRMLY INGRAINED IN CANADIAN VIEWING HABITS (CONT.)

16 Movie Watchers’ Behaviour: Movies  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. MOVIE CONSUMPTION IS ON THE RISE AND DIGITAL DELIVERY MODES ARE PLAYING A DECISIVE ROLE

17 Movie Watchers’ Behaviour: Movies  The majority of Canadians surveyed watched their last movie on television.  The proportion is higher still among the oldest respondents (55 and over: 94%). 81%  A minority of respondents report having watched their last movie on a computer.  However, the proportion is significantly higher among the youngest (15-17: 39% and 18-34: 29%).  On average, three quarters of movies (76%) are watched at home. However, sedentary lifestyles increase with age. Two thirds of the 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 and age groups (on average 12% and 10% of movies, respectively, vs : 6% and 55 and over: 4%) and among Anglophone Canadians (on average 7% vs. Francophone Quebecers: 5%).  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. 15% AGE AND LANGUAGE GREATLY INFLUENCE VIEWING BEHAVIOURS

18 Movie Watchers’ Behaviour: Viewing modes  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, and 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).  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. LIVE MOVIE VIEWING IS STILL THE LEADING MODE, BUT DIGITAL PLATFORMS HAVE BECOME INDISPENSABLE annual consumption frequency of movies live on TV 53 * annual consumption frequency of movies via digital recorder 32 *

19 Movie Watchers’ Behaviour: Viewing modes  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. LIVE MOVIE VIEWING IS STILL THE LEADING MODE, BUT DIGITAL PLATFORMS HAVE BECOME INDISPENSABLE (CONT.)

20 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. Base: All respondents (n = 1800) Average (times / year) 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). 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). Subgroups in which the average annual consumption is overrepresented: 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).

21 Consumption frequency of movies and series (cont.) Base: All respondents 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.

22 Number of movies watched in the past month QA3.More specifically, how many movies have you watched in the past month? 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%). Base: All respondents 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. 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.

23 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? Base: All respondents (n = 1800) 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:  Those aged (54% vs : 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%).

24 Movie-watching conditions in general Base: All respondents (n = 1800) QA12. What proportion of the movies you watch are in … QA6. What proportion of the movies do you watch … Average 84.3% 12.5% 3.3% 61% 6% 0.1% Average Proportion of 100% 75.5% 18.1% 6.4% 15% 1% 0.1% Proportion of 100% At home or at a family / friend’s house At a theatre Elsewhere (mobile reader or tablet)

25 Movie-watching conditions in general (cont.) QA12. What proportion of the movies you watch are in… Base: All respondents (n = 1800)

26 Movie-watching conditions in general (cont.) QA6. What proportion of the movies do you watch in each of the following three places? Base: All respondents

27 Last movie watched Base: All respondents (n = 1800) QA9. Thinking specifically about the last movie you watched at home, on which of the following platforms did you watch it? On a mobile device On television On a computer Other I do not remember 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%). The proportion of respondents who watched their last movie on a computer is higher among:  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%).

28 Last movie watched Base: All respondents (n = 1800) QA11. And the last movie that you watched at home, was it … QA10.How many people watched this movie with you? Average: 2.19 On average, movie watchers watch with one other person. 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.

29 Last movie watched (cont.) Base: All respondents

30 Viewing modes Base: All respondents (n = 1800) Average (times / year)* 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? Movies watched live on television when broadcast on TV Movies recorded on your personal video recorder (PVR) Movies on DVD / Blu-Ray / VHS that you own Movies watched through video-on-demand or pay-per-view television (e.g. Fibe, Illico) Movies on a mobile device such as an iPad or other tablet, smartphone, Sony PlayStation Portable (PSP), etc. Movies watched in a movie theatre Movies rented from a video store On a plane, via the aircraft viewing system Using a pay-per-view service in a hotel fgcedbahifgcedbahi * 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. Never 11% 46% 16% 42% 63% 12% 53% 43% 82%

31 Viewing modes (cont.) Base: All respondents QA7.These days, it is possible to watch movies in different places and with various technological platforms.

32 Viewing modes (cont.) Base: All respondents QA7.These days, it is possible to watch movies in different places and with various technological platforms.

33 Virtual acquisition methods Base: All respondents Paid streaming, per movie or by subscription (live streaming, e.g. Netflix, iTunes) Free streaming (live streaming, e.g. Tou.tv, Megavideo, SideReel) Free download (e.g. torrent file sites) Paid download (e.g. iTunes, Amazon) cdbacdba QA8. How often would you say you have used the following in the past year? Average (times / year) 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). 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).

34 Virtual acquisition methods (cont.) Base: All respondents

Sources of Information and Preferences

36 Sources of Information  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%).  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%). THE INTERNET HAS BECOME A SOURCE AS CREDIBLE AND IMPORTANT AS WORD OF MOUTH AND TELEVISION IN DECIDING WHICH MOVIE TO WATCH 68% Friends/ family / word of mouth

37 Sources of Information  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 and 38% of those aged By comparison, the proportions fall to 26% for those aged and to just 14% for those 55 and over. THE INTERNET HAS BECOME A SOURCE AS CREDIBLE AND IMPORTANT AS WORD OF MOUTH AND TELEVISION IN DECIDING WHICH MOVIE TO WATCH (CONT.)

38 Preferences Choice criteria  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 age group give the different criteria lower scores, with the exception of the soundtrack (average for all Canadians: 4.5 vs age group: 5.9).  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%). MANY FACTORS ENTER INTO CONSIDERATION WHEN IT COMES TO CHOOSING A MOVIE, BUT THE TYPE OF MOVIE IS MOST IMPORTANT Average importance of type of movie 8.1 Average importance of topic / story / facts and/or the book that inspired the movie 7.3

39 Preferences Choice criteria  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 (61% vs. 35 and over: 51% and : 39%) and by Anglophone Canadians (55% vs. Francophone Quebecers: 46%).  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. Average importance of word of mouth 7.2 MANY FACTORS ENTER INTO CONSIDERATION WHEN IT COMES TO CHOOSING A MOVIE, BUT THE TYPE OF MOVIE IS MOST IMPORTANT

40 Preferences 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 age group). They also like documentaries and musicals. But they have scant interest in horror/suspense movies (average of 3.8), unlike the 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. CANADIANS ARE MOST INTERESTED IN FOUR BROAD TYPES OF MOVIES

41 Sources of information consulted Base: All respondents Note: For purposes of clarity, only results equal to and exceeding 1% are presented in this table. ALL SOURCES CONSULTED

42 Sources of information consulted Base: All respondents Note: For purposes of clarity, only results equal to and exceeding 1% are presented in this table. MAIN SOURCE

43 Choice criteria Base: All respondents (n = 1800) QB3. How important are the following when it comes to choosing a movie? Average The type of movie (e.g. science fiction, drama, comedy) The topic / story / facts / book that inspired the movie Word of mouth, recommendations from family/friends The cast Positive reviews in the media The awards won (Oscar, Jutra, Canadian Screen Award, etc.) The fact that it is a Quebec movie The movie’s director The soundtrack The movie’s country of origin The fact that it is a Canadian movie The screenwriter dfhbgljaickedfhbgljaicke Presented to Quebec respondents only

44 Choice criteria (cont.) Base: All respondents

45 Choice criteria (cont.) Base: All respondents Presented to Quebec respondents only *Note: These figures should be interpreted with caution given the small size of the sample (n<30)

46 Types of movies Base: All respondents (n = 1800) QB4. How interested are you in the following types of movies? Average beiacjfkdhgbeiacjfkdhg

47 Types of movies (cont.) Base: All respondents

48 Types of movies (cont.) Base: All respondents

49 Types of movies Base: All respondents (n = 1800) QB5. How interested are you in the following types of movies? Average agbefcdagbefcd Presented to Quebec respondents only 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%). 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%). (n = 442)

50 Types of movies (cont.) Base: All respondents Presented to Quebec respondents only *Note: These figures should be interpreted with caution given the small size of the sample (n<30)

51 Types of movies (cont.) Base: All respondents

52 Viewing of Quebec or Canadian movies in the past year QB7. Do you recall the name of the last Quebec movie you saw? QB9. Do you recall the name of the last Canadian movie you saw? Base: All Francophone Quebecers (n = 442) Base: All Canadians except Francophone Quebecers (n = 1358) The proportion of respondents who recall the title of the last Quebec movie they saw is higher among:  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%). The proportion of respondents who recall the title of the last Canadian movie they saw is higher among:  Those aged (25% vs : 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%)

53 Preferences Awareness and appreciation of a few examples of movies  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 (54% vs : 46% and 55 and over: 31%) and by Anglophone Canadians (47% vs. Francophone Quebecers: 34%).  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).  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 age group (37% vs. 35 and over: 27%). AMERICAN MOVIES GENERALLY RANK HIGHER IN TERMS OF VIEWING, BUT NOT NECESSARILY BECAUSE THEY ARE LIKED

54 Preferences Perceptions of the country of origin of a few examples of movies  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%). FRANCOPHONE QUEBECERS BEAT ANGLOPHONE CANADIANS HANDS DOWN AT IDENTIFYING MOVIES’ COUNTRY OF ORIGIN

55 Awareness and appreciation of a few examples of movies QB10.For each of the following movie titles, please indicate: a)If you have heard of it b)If you have seen it c)If you liked it % Have heard of the movie % Have seen the movie % Liked the movie Base: All respondents (n = 1800) Base: Respondents having heard of the movie 65% 52% 27% 51% 56% 52% 50% 38% 31% 35% 50% 52% 45% 23% 63% n = 1484 n = 1310 n = 1318 n = 1092 n = 1089 n = 942 n = 903 n = 789 n = 792 n = 648 n = 557 n = 559 n = 474 n = 431 n = 336 A lot Somewhat Not at all n = 966 n = 672 n = 395 n = 547 n = 614 n = 481 n = 446 n = 290 n = 226 n = 229 n = 283 n = 294 n = 205 n = 94 n = % 31% 61% 58% 49% 44% 40% 41% 29% 59% 63% 27% 48% 51% 47% 53% 31% 35% 44% 47% 52% 51% 35% 30% 53% 48% 43% 7% 14% 6% 7% 5% 6% 12% 5% 17% 4% 5% 18% 3% 5% Base: Respondents having seen the movie

56 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). Les invasions barbares / Barbarian Invasions (2003) ) Bon Cop Bad Cop (2006) ) C.R.A.Z.Y. (2005) Base: Francophone Quebecers having heard of each movie Les rois du patin / Blades of Glory (2007) Le lutteur / The Wrestler (2008) Le démineur / The Hurt Locker (2009) The 40-Year-Old Virgin / The 40 Year Old Virgin (2005) Une vérité qui dérange / An Inconvenient Truth (2006) COUNTRY OF ORIGIN

57 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). L’imaginarium du docteur Parnassus / The Imaginarium of Dr. Parnassus (2009) La dénonciation / The Whistleblower (2011) Base: Francophone Quebecers having heard of each movie Dur à cuire / Goon (2011) Trailer Park Boys: The Movie (2006) Rebelle / War Witch (2012) Nouvelle espèce / Splice (2010) Promesses de l’ombre / Eastern Promises (2007) COUNTRY OF ORIGIN 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.

58 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). Les invasions barbares / Barbarian Invasions (2003) Bon Cop Bad Cop (2006) Trailer Park Boys: The Movie (2006) Base: Anglophone and other Canadians having heard of each movie 40 ans et encore puceau / The 40 Year Old Virgin (2005) Le lutteur / The Wrestler (2008) Le démineur / The Hurt Locker (2009) Une vérité qui dérange / An Inconvenient Truth (2006) Les rois du patin / Blades of Glory (2007) For Anglophone Canadian respondents, Quebec movies were treated as Canadian movies. COUNTRY OF ORIGIN

59 Canadians’ perception of the origin of a few examples of movies (cont.) L’imaginarium du docteur Parnassus / The Imaginarium of Dr. Parnassus (2009) La dénonciation / The Whistleblower (2011) Base: Anglophone and other Canadians having heard of each movie C.R.A.Z.Y. (2005) Dur à cuire / Goon (2011) Rebelle / War Witch (2012) Nouvelle espèce / Splice (2010) Promesses de l’ombre / Eastern Promises (2007) American movie according to 41% of respondents. American movie according to 43% of respondents. American movie according to 55% of respondents. American movie according to 61% of respondents. 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

Perceptions of the Industry

61 Perceptions of the Industry  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. FRANCOPHONE QUEBECERS HAVE A BETTER OPINION OF THEIR FILM INDUSTRY THAN ANGLOPHONE CANADIANS OF THEIRS

62 Perception of the Quebec Industry QC2.Please indicate the degree to which you agree with the following statements about the film industry. Average I think it is important that Quebec movies be broadcast on traditional Quebec television channels Base: Francophone Quebecers (n = 279) dficglebkjadficglebkja I think it is important to present and to promote Quebec movies outside the country I think that in recent years the Quebec film industry has been making better movies I think it is important that Quebec movies be shown in Quebec movie theatres American movies are generally better made than movies from other countries I think we should keep improving access to productions from here (TV shows, movies, shows, etc.) I think it is important that Quebec movies be available online through platforms such as Netflix, iTunes or other paid platforms The acting, directing and production ensure that the quality of Quebec movies is as good as that of movies from other countries I can relate to the stories in Quebec movies I feel that most Quebec movies are not shown in movie theatres Quebec movies are not well promoted / advertised

63 Perception of the Quebec Industry (cont.) Base: Francophone Quebecers (n = 279) *Note: These figures should be interpreted with caution given the small size of the sample (n<30)

64 Perception of the Quebec Industry (cont.) Base: Francophone Quebecers (n = 279) *Note: These figures should be interpreted with caution given the small size of the sample (n<30)

65 Perception of the Canadian Industry QC2.Please indicate the degree to which you agree with the following statements about the film industry. Average I think it is important to present and to promote Canadian movies outside the country Base: Anglophone and other Canadians (n = 1521) fldecgahjbkfldecgahjbk I think we should keep improving access to productions from here (TV shows, movies, shows, etc.) I think it is important that Canadian movies be broadcast on traditional Canadian television channels ( CBC, CTV, etc.) I think it is important that Canadian movies be available online through platforms such as Netflix, iTunes or other paid platforms I think it is important that Canadian movies be shown in Canadian movie theatres American movies are generally better made than movies from other countries Canadian movies are not well promoted / advertised I think that in recent years the Canadian film industry has been making better movies I feel that most Canadian movies are not shown in movie theatres The acting, directing and production ensure that the quality of Canadian movies is as good as that of movies from other countries I can relate to the stories in Canadian movies

66 Perception of the Canadian Industry (cont.) Base: Anglophone and other Canadians (n = 1521)

67 Perception of the Canadian Industry (cont.) Base: Anglophone and other Canadians (n = 1521)

Respondent Profile

69 Respondent Profile Base: All respondents

70 Respondent Profile (cont.) Base: All respondents

Appendices: Survey Questionnaires