“REEL CANADA: In-School Film Festivals as a Medium for Values Based Education” Jack Blum and Sharon Corder Saturday August 11 from 2:30 – 3:30

1. 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%)

2. REEL CANADA: A YOUTHOGRAPHY IMPACT STUDY, 2009-2010 - DETAILED BREAKDOWN
Canadian Movies are as good as any other country's movies
2008 Benchmark 2010 Total (RC participants)
41% 49%
Canadian movies make me proud to be a Canadian
2008 Benchmark 2010 Total
38% 43%

3. The entire Canadian film industry is exciting
2008 Benchmark 2010 Total (RC participants)
21% 26%
I like that Canadian films give me a Canadian perspectie on life
2008 Benchmark 2010 Total (RC participants)
28% 40%

4. Canadian movies are cool
2008 Benchmark 2010 Total (RC participants)
30% 37%
There needs to be more Canadian movies
2008 Benchmark 2010 Total (RC participants)
44% 61%

5. I wish I knew more about Canadian movies
2008 Benchmark 2010 Total (RC participants)
41% 50%

6. GENERAL INTEREST
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 movies (in general)
2008 Benchmark 2010 Total (RC participants)
64% 74%
Interest in TV (in general)
2008 Benchmark 2010 Total (RC participants)
53% 57%

7. Interest in Canadian movies specifically
2008 Benchmark 2010 Total (RC participants)
23% 27%
Interest in Canadian TV specifically
2008 Benchmark 2010 Total (RC participants)
26% 28%

8. Knowing the Icons
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.
Favourite Canadian Movie (don't have one or don't know enough to comment):
88%
(2008 Benchmark)
47.2% drop in the "don't have one or don't know enough" category
40.8%
(2010 RC
participants)
Favourite Canadian Actor / Actress (don't have one or don't know enough to comment):
80%
(2008 Benchmark)
37.1% drop in the "don't have one or don't know enough" category
42.9%
(2010 RC
participants)
Favourite Canadian Director (don't have one or don't know enough to comment):
97%
(2008 Benchmark)
33.2% drop in the "don't have one or don't know enough" category
63.8%
(2010 RC
participants)

9. A Final stat
The percentage of participants who think the REEL CANADA program would be
valuable to others:
93%
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.