Average Canadian Parent Has Seen Their Children's Favourite Movie About 33 Times

Toronto, ON - With summer in full gear and kids out of school and in-doors trying to avoid the season's scorching sun, a typical activity for kids to do to pass the time is watch their favourite movie, with the average parent seeing this favourite film enough times to nearly know it by heart.

A recent study conducted by Ipsos Reid on behalf of Cineplex Entertainment reveals that the average Canadian parent has seen their children's favourite movie approximately 33 times. This is nearly double the amount of times Canadians have seen their own favourite movie (17 times) as discovered in a recent Ipsos/Cineplex release in June.

On average, moms (39 times) have seen their children's favourite movie more often than dads (23 times), while younger the parent, the more times they've watched their child's favourite flick. Young parents (ages 18-34) have watched their children's favourite movie roughly 39 times, ahead of middle-aged parents (ages 35-54, 31 times) and senior parents (ages 55+, 14 times).

These types of beloved children's movies aren't just for kids, as many Canadians willing venture to their local theatre to check out these fun feature films. To accommodate this, Cineplex will release the upcoming summer blockbuster The Smurfs 2 on their new SuperTicket feature, which allows for patrons to purchase a combination ticket where they can watch a movie in-theatres and have access to a digital version of the film before it is released to the public on DVD.

The Smurfs 2 seems fitting for Cineplex's SuperTicket feature as many Canadians wish they could team up with Papa Smurf and Smurfette to take on the evil Gargamel. Three in ten (27%) Canadians would most want a part in the The Smurfs 2 if they woke up and found themselves to be an animated character. Other upcoming animated features Canadians would want find themselves in should become animated at some point include How to Train your Dragon 2 (27%), Despicable Me 2 (19%), Monster's University (17%), and Cloudy with a Chance of Meatballs 2 (10%).

These are some of the findings of an Ipsos Reid poll conducted between May 9th to 14th, 2013 on behalf of Cineplex. For this survey, a sample of 2,104 Canadians who identified themselves as having watched at least one movie, in any format, in the last month, including 535 Canadians with children in the household, from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within +/- 2.4 percentage points had all Canadians in this sample universe been surveyed, and +/- 4.8 percentage points had all Canadians in this sample universe who also have kids in the household been surveyed. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,789 billion (2.300 billion USD) in 2012.

Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.