REEL CANADA statistical impact study

340 views
296 views

Published on


“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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
340
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

REEL CANADA statistical impact study

  1. 1. REEL CANADA: A Youthography Impact Study 2009-10 SeasonMethodologyThe purpose of the study is to measure the efficacy of the REEL CANADA initiative nowand 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 SUMMARYThis benchmark comparative study provides some strong statistical support for thebenefits of the REEL CANADA program as an important cultural education tool.Across all key comparative data points, REEL CANADA participants register moreexcitement for Canadian film and television than their non-participating nationalcounterparts.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 countrys 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. 2. REEL CANADA: A YOUTHOGRAPHY IMPACT STUDY, 2009-2010 - DETAILED BREAKDOWNCanadian Movies are as good as any other countrys movies2008 Benchmark 2010 Total (RC participants)41% 49%Canadian movies make me proud to be a Canadian2008 Benchmark 2010 Total38% 43%
  3. 3. The entire Canadian film industry is exciting2008 Benchmark 2010 Total (RC participants)21% 26%I like that Canadian films give me a Canadian perspectie on life2008 Benchmark 2010 Total (RC participants)28% 40%
  4. 4. Canadian movies are cool2008 Benchmark 2010 Total (RC participants)30% 37%There needs to be more Canadian movies2008 Benchmark 2010 Total (RC participants)44% 61%
  5. 5. I wish I knew more about Canadian movies2008 Benchmark 2010 Total (RC participants)41% 50%
  6. 6. GENERAL INTERESTIn 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 normsestablished in this study.The lift in interest in Canadian television indicates that a sense of "Canadianbrand" 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. 7. Interest in Canadian movies specifically2008 Benchmark 2010 Total (RC participants)23% 27%Interest in Canadian TV specifically2008 Benchmark 2010 Total (RC participants)26% 28%
  8. 8. Knowing the IconsWhen we ask young Canadians about who their favourite Canadian film, actor and director are, we seesome dramatic lowering in the percentage of those who “don t know enough to comment” or “don t have afavourite" after their experience with REEL CANADA.Favourite Canadian Movie (dont have one or dont know enough to comment): 88%(2008 Benchmark) 47.2% drop in the "dont have one or dont know enough" category 40.8% (2010 RC participants)Favourite Canadian Actor / Actress (dont have one or dont know enough to comment): 80%(2008 Benchmark) 37.1% drop in the "dont have one or dont know enough" category 42.9% (2010 RC participants)Favourite Canadian Director (dont have one or dont know enough to comment): 97%(2008 Benchmark) 33.2% drop in the "dont have one or dont know enough" category 63.8% (2010 RC participants)
  9. 9. A Final statThe percentage of participants who think the REEL CANADA program would bevaluable to others: 93%This has remained consistently extremely high since REEL CANADA began tracking student responses tothe program in the 2007-08 year, and demonstrates that the program continues to show great potential asa vehicle to create awareness of and interest in Canadian film amongst young people.

×