Cineplex Launches 'Weather or Not' Campaign to Keep Canadians Entertained, Rain or Shine

TORONTO, ONTARIO--(Marketwired - July 25, 2016) - From heat alerts to thunderstorms, Canadians love discussing the weather. According to a new survey released by Cineplex Entertainment, during the summer months almost three quarters (72 per cent) of Canadians check the weather at least once a day, and 62 per cent say they talk about weather conditions at least once a day.

But what happens when weather negatively impacts our favourite summer plans? Sixty three per cent of Canadians say they stay home and only one quarter (24 per cent) of Canadians say they have an alternative indoor activity planned if the weather is too hot or too wet outside. This summer Cineplex Entertainment is helping Canadians take some of the worry out of the weather with a new campaign called 'Weather or Not.' The campaign includes a series of surprise and delight, rain or shine, activations designed to help Canadians across the country prioritize pleasure by making sure they don't miss out on entertainment.

"Last year we launched our new brand platform called 'See The Big Picture' which asks Canadians to re-discover entertainment in their lives," says Pat Marshall, Vice President, Communications and Investor Relations, Cineplex Entertainment. "As a continuation of this promise, our 'Weather or Not' campaign will showcase that meaningful entertainment is achievable, no matter what the forecast."

The 'Weather or Not' program recently kicked off in Wasaga Beach, Montreal, Vancouver and Halifax, where crowds were surprised at popular beaches and pools with free towels that resembled movie tickets and were redeemable for free movies. When people had too much sun, they were encouraged to take a break and watch a movie at the nearest Cineplex theatre. The surprise was caught on video and can be viewed here: https://www.youtube.com/watch?v=1OGfZVCc4U0.

Additional survey findings:

• 42 per cent of Canadians say they cancel plans if a summer activity is impacted by weather
• 30 per cent of Canadians don't have a back-up plan in case a summer activity is impacted by weather
• British Columbians are the most likely to embrace the outdoors when it's too hot or too wet outside (30 per cent), whereas Ontarians are the mostly likely to stay home (69 per cent)
• Canadians in the prairies are the most likely to talk about the weather at least once a day (41 per cent)
• Quebecers (41 per cent) are significantly more likely than British Columbians (31 per cent) to cancel plans and reschedule for another day in case a summer activity is impacted by weather
• Quebecers are the most likely to have a back-up plan in place should a summer activity be impacted by weather (76 per cent)

Canadians are encouraged to engage and share over social media using the hashtags #WeatherOrNot and #BeauTempsMauvaisTemps, as well on Facebook (Facebook.com/Cineplex), Twitter (@CineplexMovies), Snapchat (@CineplexMovies) or Instagram (@CineplexMovies).

About the survey findings

From July 8 to July 11 2016, an online survey was conducted among 1,500 randomly selected Canadian adults who are Angus Reid Forum panelists. The margin of error-which measures sampling variability-is +/- 2.5%, 19 times out of 20. The results have been statistically weighted according to education, age, gender and region (and in Quebec language) Census data to ensure a sample representative of the entire adult population of Canada. Discrepancies in or between totals are due to rounding.

About Cineplex

Cineplex Inc. ("Cineplex") is one of Canada's leading entertainment companies and operates one of the most modern and fully digitized motion picture theatre circuits in the world. A top-tier Canadian brand, Cineplex operates numerous businesses including theatrical exhibition, food service, amusement gaming, alternative programming (Cineplex Events), Cineplex Media, Cineplex Digital Media, and the online sale of home entertainment content through CineplexStore.com and on apps embedded in various electronic devices. Cineplex is also a joint venture partner in SCENE - Canada's largest entertainment loyalty program.

Cineplex is headquartered in Toronto, Canada, and operates 162 theatres with 1,659 screens from coast to coast, serving approximately 77 million guests annually through the following theatre brands: Cineplex Cinemas, Cineplex Odeon, Cineplex VIP Cinemas, Galaxy Cinemas, SilverCity Cinemas, and Scotiabank Theatres. Cineplex also owns and operates the UltraAVX™, Poptopia, and Outtakes brands. Cineplex trades on the Toronto Stock Exchange under the symbol CGX. More information is available at Cineplex.com.