Entertainment Marketing: Movies, TV, Music and Gaming Media Blue Monday

Canadians beat back the winter blues with cinema-therapy, survey shows


By Laurie Fullerton, Freelance Writer

January 9, 2017 | 2 min read

Cineplex, Canadas's largest film exhibitor, announced today that it is on a mission to help Canadians beat the winter blues on upcoming 'Blue Monday' (Jan. 16), which experts argue is the most depressing day of the year.

Hill+Knowlton Strategies recently conducted an online survey of 1,000 adults across Canada between December 2 and 7, 2016 for Cineplex with 73% of Canadians confirming that watching a movie cheers them up. When asked about what films Canadians are embarrassed to love, the survey confirmed that the top 'guilty-pleasure' movies in Canada are Legally Blonde (22%), Dumb & Dumber (19%) and Mamma Mia! (16%). Legally Blonde was so popular in fact that it was identified as Canada's top guilty-pleasure movie across the board – scoring as one of the top three films among Canadian men, women, seniors and millennials.

A good cry can also be therapeutic so Cineplex polled Canadians about what film they are most likely to watch when they are feeling blue and need a good cry. Titanic (21%) emerged as Canada's favorite tear-jerker, with The Notebook and Old Yeller tying for second place (14%) and Marley & Me (13%) rounding out third.

The survey also found that women are more likely than men to watch a movie to cheer up (78% versus 68%) while the men report that the top three guilty-pleasure movies are Dumb & Dumber, Spaceballs and Legally Blonde. For women, Legally Blonde, Mamma Mia! and Magic Mike round out the top three.

Well above the national average (73%), 83% of Quebecers say they watch movies as a way to cheer up. Interestingly, residents of British Columbia are two times more likely to love Face/Off than the rest of Canada. Those living in Saskatchewan and Manitoba are particularly fond of Anaconda; four times the national average.

Entertainment Marketing: Movies, TV, Music and Gaming Media Blue Monday

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