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#WeatherOrNot Cineplex Aims To Surprise Some Lucky Canadians This Summer

Members Of The Canadian Marketing & Public Relations Industry Share COVID-19 Vaccine PSA

The weather is heating up so it should come as no surprise that three quarters (72%) of Canadians check the weather at least once a day, and 62% say they talk about weather conditions at least once a day.  This is according to a new survey released by Cineplex Entertainment as part of their latest campaign.

3 ACTIVATION - CINEPLEX- SOMBILON PHOTOGRAPHY-33 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 aiming to help 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.”

3 ACTIVATION - CINEPLEX- SOMBILON PHOTOGRAPHY-161The ‘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:

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)