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Press release from Marketwire

One in Three Canadians Compare In-Laws to Movie Villains: Mother's Day Survey

Canadians associate in-laws with film's most notorious villains, including the Wicked Witch of the West, the Joker and the Penguin

Thursday, May 10, 2012

One in Three Canadians Compare In-Laws to Movie Villains: Mother's Day Survey07:00 EDT Thursday, May 10, 2012TORONTO, ONTARIO--(Marketwire - May 10, 2012) - Cineplex Entertainment (TSX:CGX) - Paul Newman is mom's chosen silver screen heartthrob this Mother's Day, according to an Ipsos Reid survey commissioned by Cineplex Entertainment. But the same survey tells us we should be careful when asking Canadians who reminds them most of their in-laws.Selecting from a list of movie characters, Canadians were asked to identify which one most closely reminds them of their spouse's parents. More than one-third (34 per cent) chose a selection of seedy villains, including the Joker, the Penguin, and even Dr. Hannibal Lecter. More than one in ten (11%) identified their partner's mommy dearest with the Wicked Witch of the West."There's no doubt Canadians draw strong associations between their families and the silver screen," said Pat Marshall, Vice President, Communications and Investor Relations, Cineplex Entertainment. "While those associations are mostly positive, research tells us Canadian families have a surprising amount in common with fictional clans like the Griswolds."The survey also revealed interesting findings about babysitters, which is just one more thing new mothers should consider when watching What to Expect When You're Expecting, premiering May 18, 2012.Choosing from a list of actors they would least trust to babysit their children, more than one in four Canadians (28 per cent) chose Tom Cruise. Twenty per cent picked Robert Downey, Jr., star of Marvel Studios' The Avengers.Cruise stars as hard-living, aging rocker, Stacee Jaxx, in Rock of Ages, premiering June 15, 2012.On a more positive note this Mother's Day, a number of actors topped Canadians' list of most admired women, including Meryl Streep (16 per cent) and Julia Roberts (16 per cent) - both of whom trailed runaway winner, Mother Teresa (34 per cent).As part of its celebration of 100 Years of Movie Memories, throughout 2012 Cineplex Entertainment will release monthly facts and figures about Canadians and their interpersonal relationships with the movies. June's release will reveal which movie best represents Canadians' ideal summer.For more information about Cineplex Entertainment's 100 Years of Movie Memories celebration, visit cineplex.com/celebrate100.About Cineplex Entertainment:Cineplex Inc. ("Cineplex") is the largest motion picture exhibitor in Canada and owns, leases or has a joint-venture interest in 130 theatres with 1,359 screens serving approximately 66 million guests annually. Headquartered in Toronto, Canada, Cineplex operates theatres from British Columbia to Quebec and is the exclusive provider of UltraAVX™ and the largest exhibitor of digital, 3D and IMAX projection technologies in the country. Proudly Canadian and with a workforce of approximately 10,000 employees, the company operates the following top tier brands: Cineplex Odeon, Galaxy, Famous Players, Colossus, Coliseum, SilverCity, Cinema City and Scotiabank Theatres. Cineplex shares trade on the Toronto Stock Exchange (TSX) under the symbol "CGX". For more information, visit www.cineplex.com.Methodology:These are some of the findings from an Ipsos Reid survey. A sample of 4,009 adults from Ipsos' Canadian online panel was interviewed online. Individuals were disqualified if they didn't watch any movies in the course of a month. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-1.5 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.FOR FURTHER INFORMATION PLEASE CONTACT: Cineplex EntertainmentFor information, interviews or photos please contact:Pat Marshall, Vice President,Communications and Investor Relations416-323-6648pat.marshall@cineplex.com