AIR MILES Reward Program

AIR MILES Reward Program

May 02, 2008 04:00 ET

Movie Night "On Pause" for Time-Starved Canadians

AIR MILES® survey shows everyday life is making it difficult to escape to the movies

TORONTO, ONTARIO--(Marketwire - May 2, 2008) - According to a national AIR MILES Collector survey, escaping to the movies has never been more difficult as time-starved Canadians struggle to find the opportunity to take in the latest flick at their local cinema.

Almost 50 per cent surveyed (47 per cent) admitted it's been almost a year since going out to see a movie and more than 50 per cent within that group can't remember the last time they took in a movie at a theatre.

Telling statistics include:

- 56 per cent missed seeing a movie on the big screen because they were too busy

- 28 per cent don't remember the last time they went to the movies

- 23 per cent missed a movie because it left the theatre before they had the chance to see it

The survey polled 1,022 AIR MILES Collectors from coast to coast on their movie-going habits, their favourite movies, movie characters and movie scenes. It was conducted in support of the AIR MILES(R) Free Movie Escape, a national promotion that encourages Canadians to earn a movie-themed instant reward by using three different coupons from the bonus reward miles coupon book. Collectors have the option of choosing a movie pass, a video rental certificate or 65 AIR MILES reward miles.

"The lack of time we have to spend doing things just for ourselves has never been more evident than it is today - simply taking the time to watch a movie is a great way to unwind and escape our hectic lives," says Neil Everett, Chief Marketing Officer, AIR MILES(R) Reward Program. "Our Free Movie Escape promotion is all about making time for yourself. By using the valuable bonus coupons, our Collectors also earn additional reward miles that can be redeemed for more than 800 different rewards, including 2 for 1 movie passes for as little as 25 AIR MILES reward miles."

While time seems to play a leading role in keeping some Canadians away from the movies, survey results showed those who make it out certainly know what they like:

Favourite movie scene:

- Pretty Woman: Edward nearly snaps the necklace case down on Vivian's fingers (28 per cent)

- When Harry Met Sally: Sally 'faking it' in a restaurant booth (20 per cent)

- The Matrix: Neo dodges a hail of bullets in slow motion (15 per cent)

Favourite movie character:

- Captain Jack Sparrow (33 per cent)

- Hannibal Lecter (15 per cent)

- Scarlett O'Hara (10 per cent)

Favourite movie line:

- "My mama always said, 'Life was like a box of chocolates. You never know what you're gonna get.'" - Forrest Gump (22 per cent)

- "Frankly my dear, I don't give a damn." - Gone With the Wind (11 per cent)

- "Go ahead, make my day." - Sudden Impact (11 per cent)

Most inspiring movie:

- Erin Brockovich (23 per cent)

- Shawshank Redemption (19 per cent)

- Forrest Gump (14 per cent)

Favourite movie snack

- Popcorn (63 per cent)

- Licorice (9 per cent)

- Chocolate (8 per cent)

- 10 per cent claim to not eat at the movies

Forty-eight per cent say their partner/spouse joined them the last time they went to the movies, while good friends came in second at 31 per cent. Finally, 50 per cent say they miss the indulgence of the movie double-bill and would like to see its return.


The AIR MILES(R) Free Movie Escape promotion is open to AIR MILES Collectors across Canada. To receive their Free Movie Escape instant reward, Collectors must use three different coupons from the AIR MILES Free Movie Escape coupon booklet, available online and at participating retailers, and register at for the movie-themed reward of their choice - a Cineplex single admission, a Blockbuster New Release and Favourites movie rental, an Empire Theatres single admission, or 65 AIR MILES reward miles. The promotion is on now through to May 31, 2008.

About the AIR MILES(R) Reward Program

The AIR MILES(R) Reward Program is Canada's premier coalition loyalty program. Founded in 1992, it has more than 9 million active Collector accounts, representing approximately two-thirds of all Canadian households. The AIR MILES(R) Reward Program offers Collectors over 800 different leisure, entertainment, merchandise, travel and other lifestyle rewards by shopping for products and services at one of more than 100 brand-name Sponsors. To find out more information on the AIR MILES(R) Reward Program, visit the website at

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