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Study on the Movie-watching Habits of Canadians

Study on the Movie-watching Habits of Canadians. April 2013. Table of Contents. 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

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Study on the Movie-watching Habits of Canadians

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  1. Study on the Movie-watching Habitsof Canadians April 2013

  2. Table of Contents • 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

  3. Summary of Results

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

  5. Summary of Results • 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. What are Canadians’ consumption habits with respect to video content in general and to movies in particular? 1 • 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 • The study identifies four major trends: • 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. • 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. What new trends are emerging in the industry? 2 6

  7. Summary of Results • 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. • 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. What new trends are emerging in the industry? (cont.) 2 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.

  9. Context, Objectives and Methodology

  10. 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.

  11. Context, Objectives and Methodology • Canadians from all provinces • Aged 15 and over • Able to speak French or English STUDY POPULATION 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. 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.

  12. Context, Objectives and Methodology • 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.” • 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 OTHER DETAILS

  13. 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 AND MOVIES ARE FIRMLY INGRAINED IN CANADIAN VIEWING HABITS • 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 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). • 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. 179* annual consumption frequency of series / soap operas * 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.

  15. 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). 85* annual consumption frequency of movies 66* • 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. Annual consumption frequency of professional or amateur short films * 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.

  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 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%). • 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%). • 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% 15%

  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, 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 annualhousehold 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). LIVE MOVIE VIEWING IS STILL THE LEADING MODE, BUT DIGITAL PLATFORMS HAVE BECOME INDISPENSABLE 53* annual consumption frequency of movies live on TV 32* annual consumption frequency of movies via digital recorder * 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.

  19. 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.

  20. Consumption frequency of movies and series • 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). 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. Average (times / year) 179 85 66 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). • 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). Base: All respondents (n = 1800)

  21. 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. Base: All respondents

  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%). 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. 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. Base: All respondents

  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 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%).

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

  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 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%). • 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%). On a computer On a mobile device Other I do not remember On television Base: All respondents (n = 1800)

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

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

  30. 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? Average (times / year)* Never 53.1 32.3 30.6 21.1 14.2 10.9 8.9 4.0 2.4 11% 46% 16% 42% 63% 12% 53% 43% 82% f g c e d b a h i 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 * 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. Base: All respondents (n = 1800)

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

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

  33. Virtual acquisition methods QA8. How often would you say you have used the following in the past year? Average (times / year) 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) 30.0 24.3 20.5 5.4 c d b a 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). Base: All respondents

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

  35. 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 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 • 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%).

  37. 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.

  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 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). MANY FACTORS ENTER INTO CONSIDERATION WHEN IT COMES TO CHOOSING A MOVIE, BUT THE TYPE OF MOVIE IS MOST IMPORTANT 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%). 7.3 Average importance of topic / story / facts and/or the book that inspired the movie

  39. PreferencesChoice 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 15-17: 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.

  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 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). CANADIANS ARE MOST INTERESTED IN FOUR BROAD TYPES OF MOVIES • 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.

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

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

  43. Average Choice criteria QB3. How important are the following when it comes to choosing a movie? 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 8.1 7.3 7.2 6.8 6.1 4.9 4.3 4.4 4.5 3.8 3.9 3.7 d f h b g l j a i c k e Presented to Quebec respondents only Base: All respondents (n = 1800)

  44. Choice criteria (cont.) Base: All respondents

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

  46. Average Types of movies QB4. How interested are you in the following types of movies? 7.9 7.6 7.3 7.4 6.7 6.4 5.8 6.3 4.9 5.0 4.6 b e i a c j f k d h g Base: All respondents (n = 1800)

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

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

  49. Average Types of movies QB5. How interested are you in the following types of movies? a g b e f c d 7.2 5.8 5.8 5.5 5.6 4.4 4.5 Presented to Quebec respondents only (n = 442) 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%). Base: All respondents (n = 1800)

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

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