REEL CANADA: A Youthography Impact Study

2009-10 Season Methodology The purpose of the study is to measure the efficacy of the REEL CANADA initiative now and into the future. The two-phase comparative study involved two waves of fielding:

• A national benchmark general population study (conducted online) in February 2008 with an aggregate sample size of 2965 respondents aged 9-34, involving a subsample of high school students aged 14-19.

• A linked comparative study of participating high school students conducted

immediately after the REEL CANADA program had visited their school during the 2009-10 season

• The 2009-10 impact study used the national benchmark data established in 2008

as the general population comparative for the 2009-10 school year

EXECUTIVE SUMMARY This benchmark comparative study provides some strong statistical support for the benefits of the REEL CANADA program as an important cultural education tool. Across all key comparative data points, REEL CANADA participants register more excitement for Canadian film and television than their non-participating national counterparts. Impressive results for the REEL Canada program can be seen in terms of:

• Building excitement for the Canadian film and movie industry (21% to 26%)

• Understanding and appreciating the uniquely Canadian perspective that Canadian films and movies provide for the young viewer (28% to 40%)

• Increasing the “coolness” factor of Canadian films and movies (30% to 37%)

• Articulating a latent “need” for more Canadian films and movies (44% to 61%)

• Canadian films and movies are as good as any other country's films and movies

(41% to 49%) • Canadian films and movies make me proud to be a Canadian (38% to 43%)

• I wish I knew more about Canadian films and movies (41% to 50%)

REEL CANADA: A YOUTHOGRAPHY IMPACT STUDY, 2009-2010 - DETAILED BREAKDOWN

Canadian Movies are as good as any other country's movies2008 Benchmark 2010 Total (RC participants)41% 49%

Canadian movies make me proud to be a Canadian2008 Benchmark 2010 Total38% 43%

The entire Canadian film industry is exciting2008 Benchmark 2010 Total (RC participants)21% 26%

I like that Canadian films give me a Canadian perspectie on life2008 Benchmark 2010 Total (RC participants)28% 40%

Canadian movies are cool2008 Benchmark 2010 Total (RC participants)30% 37%

There needs to be more Canadian movies2008 Benchmark 2010 Total (RC participants)44% 61%

I wish I knew more about Canadian movies2008 Benchmark 2010 Total (RC participants)41% 50%

GENERAL INTEREST

Interest in movies (in general)2008 Benchmark 2010 Total (RC participants)64% 74%

Interest in TV (in general)2008 Benchmark 2010 Total (RC participants)53% 57%

In terms of overall interest in Canadian film and television we see an 4% lift for Canadian movies and a 2% lift for Canadian television when REEL CANADA participants are compared to the national norms established in this study.The lift in interest in Canadian television indicates that a sense of "Canadian brand" is reinforced beyond the specific material included in the program.

Interest in Canadian movies specifically2008 Benchmark 2010 Total (RC participants)23% 27%

Interest in Canadian TV specifically2008 Benchmark 2010 Total (RC participants)26% 28%

Knowing the Icons

Favourite Canadian Movie (don't have one or don't know enough to comment):

47.2% drop in the "don't have one or don't know enough" category

Favourite Canadian Actor / Actress (don't have one or don't know enough to comment):

37.1% drop in the "don't have one or don't know enough" category

Favourite Canadian Director (don't have one or don't know enough to comment):

33.2% drop in the "don't have one or don't know enough" category

80%

(2008 Benchmark)

42.9% (2010 RC

participants)

97% (2008 Benchmark)

63.8% (2010 RC

participants)

When we ask young Canadians about who their favourite Canadian film, actor and director are, we see some dramatic lowering in the percentage of those who “don t know enough to comment” or “don t have a favourite" after their experience with REEL CANADA.

88%

(2008 Benchmark)

40.8% (2010 RC

participants)

A Final stat

The percentage of participants who think the REEL CANADA program would be valuable to others:

This has remained consistently extremely high since REEL CANADA began tracking student responses to the program in the 2007-08 year, and demonstrates that the program continues to show great potential as a vehicle to create awareness of and interest in Canadian film amongst young people.

93%