Women Pick Dirty Dancing

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Men and Women Differ Greatly on What Movie Represents Their Ideal Summer; Women Pick Dirty Dancing (39%), Men Choose American Pie (26%) Genders Converge at the Concessions Stand as Six in Ten Women (59%) and Men (58%) Purchase Popcorn When Going to the Movies

Public Release Date: Monday, July 30th, 2012, 7:00 AM EST.

Ipsos Reid is Canada's market intelligence leader and the country’s leading provider of public opinion research. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos Reid’s Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada—including the Ipsos Trend Report, the leading source of public opinion in the country—all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit www.ipsos.ca

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Toronto, ON – Men and women don’t agree on which summer movie best represents their ideal summer, according to an Ipsos Reid poll conducted on behalf of Cineplex. From a list of nine notable summer movies, four in ten (39%) women say that Dirty Dancing, the 1987 summer love story between Patrick Swayze and Jennifer Grey, is the ‘movie that best describes their ideal summer’ compared to just 8% of men. One-quarter (26%) of men, however, prefer 1999’s raunchy teen comedy American Pie when it comes to what movie represents their ideal summer, while only one in ten (10%) women made the same choice. Other top mentions by both men and women for what movies constitute their ideal summer were: • Blue Lagoon (17% men vs. 15% women)

• Great Outdoors (12% men vs. 12% women)

• Stand by Me (10% men vs. 12% women)

• American Graffiti (13% men vs. 7% women)

• Major League (8% men vs. 2% women)

• Summer Rental (4% men vs. 2% women)

• Summer School (2% men vs. 2% women)

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Although men and women differ greatly on what represents an ideal summer, they can come together when it comes to visiting the concession stands for some buttery popcorn during their trip to the movies. Six in ten (59%) women say they purchase popcorn ‘often’ (28% always/31% most of the time), while six in ten (58%) men also make this purchase ‘often (25% always, 33% most of the time). Just three in ten men (28%) and women (26%) say they rarely buy popcorn at the movie theatre, while less than two in ten (14% men/15% women) say they never buy popcorn.

Summer is often the most anticipated time for movies as many of the biggest blockbusters of the year are released this season, although the most anticipated films of this year seem to be in the Fall . Men and women differ on this topic as well as one-quarter of men (27%) most anticipate the release of James Bond: Skyfall in October, while only 12% of women are anticipating the 23rd instalment of the iconic character. Two in ten (20%) women are awaiting the finale of The Twilight Saga – Breaking Dawn Part 2, with only 5% of men are anticipating the end of the popular vampire saga.

Men in Black III (16% men vs. 14% women) was tops for the most anticipated summer release of 2012. One in ten (13% men vs. 9% women) say that The Dark Knight Rises, which released last Friday, is the movie they are most looking forward to this year. Other summer releases on this year’s “most anticipated” list, The Avengers (9% men vs. 7% women), The Hunger Games (4% men vs. 9% women), and The Amazing Spiderman (5% men vs. 3% women).

When it comes to seeing a particular genre of movie, no matter what time of year, men and women agree on some similar tastes but diverge on others. The favourite movie genres of men include thriller/suspense (20%), comedy (20%), war and action (19%), and science fiction (18%). But women, however, prefer romantic comedy (24%), thriller/suspense (20%), comedy (20%), and dramatic (15%) films.

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Many movie-goers like to see romance on-screen, as these types of movies are often a peak choice for date nights. Of a provided list of eight popular romantic movies, three in ten (30%) women believe that The Notebook, featuring Canada’s own Ryan Gosling and Rachel McAdams, is the ‘romantic movie they believe has the best love story’, while two in ten (18%) men feel the same. Three in ten (29%) men believe Ghost, starring Demi Moore and the late Patrick Swayze, is the romantic movie with the best love story, with 22%of women making the same selection. The complete results of which of the provided romantic movies has the best love story looks like:

• Ghost – 25% (29% men/22% women)

• The Notebook – 24% (17% men/30% women)

• Titanic – 23% (27% men/19% women)

• Dirty Dancing – 14% (12% men/16% women)

• Love Actually – 5% (4% men/5% women)

• The Proposal – 4% (4% men/4% women)

• Twilight – 3% (3% men/5% women)

• 500 Days of Summer – 4% (3% men/2% women)

A passionate on-screen smooch can certainly effect the appeal of a movie, especially for the romantically-inclined. Given a list of eight movies with iconic on-screen kisses, two in ten women (23%) and men (21%) say that Ghost also has the best on-screen kiss. Men and women were split on second place, however, as Spider-Man (20%) narrowly beat out Ghost for the male vote, while The Notebook (21%) was slightly behind Ghost for female viewers. The following shows the complete results of the best kiss list:

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• Ghost – 22% (21% men/23% women)

• The Notebook – 16% (11% men/21% women)

• Lady and the Tramp – 15% (15% men/15% women)

• Gone with the Wind – 14% (14% men/15% women)

• Spider-Man - 13% (20% men/7% women)

• Dirty Dancing – 12% (9% men/15% women)

• The Princess Bride – 7% (8% men/6% women)

• The Goonies – 2% (3% men/1% women)

Nothing makes a summer movie more memorable than a catchy saying or quote. From a list of nine memorable movie quotes, three in ten (32%) women, and two in ten (18%) men, say that their favourite movie quote ever is Forrest Gump’s iconic saying “Life is like a box of chocolates, you never know what you’re gonna get”. Perhaps in anticipation of James Bond: Skyfall, “...Bond, James Bond”(20%) was the most chosen favourite quote for male movie- goers, while just over one in ten (12%) women cited this quote. The complete results of which movie quotes were favoured is as follows:

• “Life is like a box of chocolates, you never know what you’re going to get” – 25% (18% men/32% women)

• “...Bond. James Bond” – 16% (20% men/12% women)

• “Frankly, my dear, I don’t give a damn” – 15% (10% men/29% women)

• “You want the truth? You can’t handle the truth” – 12% (16% men/9% women)

• “I’ll be back” – 10% (13% men/7% women)

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• “You had me at hello” – 6% (4% men/8% women)

• “Of all the gin joints in all the towns in all the world, she walks into mine” – 7% (6% men/4% women)

• “Why so serious?” – 5% (6% men/4% women)

• “Show me the money” – 7% (4% men/3% women)

These findings are the third of a series by Cineplex and Ipsos Reid which will be released throughout the year on Canadian Movie Watching habits.

These are some of the findings from an Ipsos Reid survey. A sample of 4,009 adults from Ipsos' Canadian online panel was interviewed online. Individuals were disqualified if they didn’t watch any movies in the course of a month. 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. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-1.5 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. 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

For full tabular results, please visit our website at www.ipsos.ca. News Releases are available at: http://www.ipsos-na.com/news/ © Ipsos Reid

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