Despite economic doldrums, Canadian box office is up so far this year – by 14% to 16%, depending upon the week – according to consultant Howard Lichtman, president of The Lightning Group. Lichtman attributes the rise to the ‘lipstick factor’ – or people’s desire for a small indulgence, just like during the Great Depression when lipstick sales surged. ‘People want a two-hour escape, and going to the movies is a small treat,’ he stated.

In 2008, the box office was up between 3% and 5.4% from the year before, Lichtman adds. Figures from the Motion Picture Theatre Associations of Canada put the number at 3%, reaching $932.9 million.