On Eve of 82nd Annual Academy Awards,
42% of Global Citizens Say they Use Movies and Films as Their Escape from Real World--Watching as Many as They Can as Often as They Can

New York, NY-- A new Reuters News poll conducted by Ipsos and released today just prior to the 82nd Annual Academy Awards where the legendary "Oscar's" will be handed out indicates that 42% of adults surveyed in 23 countries (representing 75% of the worlds GDP) agree with the statement that "movies and films are my escape from the real world--I watch as many as I can as often as I can." In the alternate, the survey of over 24,000 adults--1000+ respondents per country--shows that 58% disagree with the statement.

Those countries with citizens most likely to agree that movies and films are their escape from the real world and that they watch as many as they can as often as they can are Turkey (67%), India (61%), South Korea (54%) and Australia (52%). Those countries where inhabitants are most likely to disagree with this statement are from Hungary (76%), Netherlands (74%), Mexico (74%), Sweden (71%) and Germany (70%).

The following list of findings begins with the countries where citizens are most likely to agree that "movies and films are my escape from the real world--I watch as many as I can as often as I can" and ascends to those countries where citizens are least likely to agree with the proposition:

Turkey: 67% agree /33% disagree India: 61% agree /39% disagree South Korea: 54% agree/46% disagree Australia: 52% agree/48% disagree Spain: 49% agree/51% disagree China: 49% agree/51% disagree United States: 49% agree/51% disagree France: 48% agree/52% disagree Brazil: 47% agree/53% disagree Great Britain: 46% agree/54% disagree Argentina: 45% agree/55% disagree Japan: 41% agree/59% disagree Canada: 39% agree/61% disagree Russia: 36% agree/64% disagree Poland: 36% agree/64% disagree Italy: 35% agree/65% disagree Czech Republic: 33% agree/67% disagree Belgium: 33% agree/67% disagree Germany: 30% agree/70% disagree Sweden: 29% agree/71% disagree Mexico: 26% agree/74% disagree Netherlands: 26% agree/74% disagree Hungary: 24% agree/76% disagree

As for demographics, of those who are most likely to agree that movies and films are their escape from the real world--that they watch as many as they can as often as they can, there's virtually no difference between men (43%) and women (40%) or on the basis of income--lower at 42%, middle at 41% and high at 42%. Where there are significant differences are in age: those under age 35 (49%) are more likely than those aged 35-54 (36%) and much more than those aged 55+ (26%) to agree with this statement.

These are the findings of an Ipsos poll conducted between November 4th, 2009 and January 13th, 2010, on behalf of Thompson Reuters News Service. For this survey an international sample of 24,077 adults aged 18+ were interviewed in a total of 23 countries representing 75% of the world's GDP. The countries included Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Hungary, India, Italy, Japan, Mexico, Poland, Russia, and South Korea, Spain, Sweden, the Czech Republic, the Netherlands, Great Britain, the United States and Turkey. Approximately 1000+ individuals participated on a country by country basis via the Ipsos online panel. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to the most recent country Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points 19 times out of 20 per country of what the results would have been had the entire population of adults in that country had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement G@6_O3.

For more information on this news release, please contact: John Wright Senior Vice President Ipsos Public Affairs (416) 324-2002 [email protected]

For all Reuters/Ipsos Polls go to: http://www.ipsos-na.com/news/reuters/

For information about Ipsos and access to all Media and Polling Releases go to: http://www.ipsos-na.com

About Ipsos

Ipsos is the second largest global survey-based market research company, owned and managed by research professionals that assess market potential and interpret market trends for over 5,000 worldwide clients to develop and test emergent or existing products or services, build brands, test advertising and study audience responses to various media, and, measure public opinion on issues and reputation. With over 9,100 employees working in wholly owned operations in 64 countries, Ipsos conducts advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting and a full line of custom, syndicated, omnibus, panel, and online research products and services in over 100 countries. Founded in 1975 by Jean-Marc Lech and Didier Truchot, Ipsos has been publicly traded since 1999. In 2008, Ipsos' revenues totaled e979.3 million. Listed on Eurolist by NYSE - Euronext Paris, Ipsos is part of the SBF 120 and the Mid-100 Index and is eligible to the Deferred Settlement System. Visit www.ipsos.com to learn more about Ipsos offerings and capabilities..

About Thomson Reuters

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