Quebec Cinema Finds Strong Audience Despite Box Office Concerns
A new study released Tuesday challenges recent pessimistic assessments of Quebec’s cinema industry, revealing a significant appetite for locally produced films among residents of the province. The research, conducted by the firm Dubois-Tétu between November 5 and December 9, 2024, surveyed 6,211 adults and offers the most comprehensive look to date at the diverse audiences for Quebec cinema.
Despite initial reports suggesting a difficult year for Quebec cinema in 2025, the study indicates that moviegoing remains a popular activity. A total of 56% of French-speaking Quebecers aged 18 and over reported seeing at least one film in theaters in the 12 months prior to the study’s publication.
Young Audiences Drive Cinema Attendance
Perhaps surprisingly, the largest segment of this audience is comprised of young adults. A striking 78% of 18- to 29-year-olds visited cinemas, challenging the notion that theatrical filmgoing is a declining cultural practice reserved for older generations. “Young people go to the cinema, they want to consume it,” one industry observer noted. “The idea that they’re solely focused on platforms like TikTok is a misconception.”
While comedies and action films are broadly popular, preferences vary across age groups. The primary barriers to increased cinema attendance for the general public remain cost (cited by 56% of respondents), lack of interest in available films (32%), and time constraints (28%).
Untapped Potential for Quebec Films
The study highlights a significant, yet largely unrealized, potential for Quebec-produced films. Among those who frequented cinemas, 43% saw at least one Quebec film, translating to 24% of all French-speaking Quebec adults. “These are already encouraging data,” stated Hélène Messier, CEO of the Association québécoise de la production media (AQPM).
However, the most compelling finding is that 78% of Quebec film audiences expressed a desire to see more Quebec films on the big screen, a figure rising to 80% for youth-oriented productions. “We see that there is an appetite for Quebec films, but when we look at who goes to see them, it’s the older audience,” Messier explained. “Improving engagement among younger viewers is now a key priority.”
Notably, Quebec cinema’s market share in 2024 reached 12.4%, representing a 5-point increase over 2025 figures.
Short Runs Hinder Quebec Film Visibility
Unlike general cinema attendance, the biggest obstacle to consuming Quebec films isn’t price, but limited theatrical runs. According to the study, 44% of respondents believe Quebec films aren’t shown in theaters long enough, compared to 41% who cite cost as a deterrent.
The initial weekend performance remains critical for any new release. While Hollywood films benefit from extensive pre-release marketing, Quebec films often rely on word-of-mouth, a process that requires patience. “It must be said that indoor life has generally decreased over the last 30 years; it’s faster now,” explained Alexandre Hurtubise, who operates cinemas in Sherbrooke and Rimouski.
A significant communication gap also exists. “There is a big communication problem [regarding Quebec films],” Hurtubise added. “We all share some responsibility, but multiple stakeholders need to actively promote these films and ensure potential viewers are aware of their release.”
