Even though the heavy rain that hit Quebec on Friday due to the passage of the tropical storm Debby has caused the cancellation of several outdoor shows, some cultural institutions, such as cinemas and museums, are delighted.
“Rain has a direct impact,” says Roxanne Sayegh, general manager of the Beaubien, Parc and Museum cinema. She estimates that when it rains, there are two to three times more spectators who frequent her cinemas than when the weather is nice.
As evidence, the film’s representation 1995 The 4 p.m. screening at the Beaubien cinema on Friday sold “twice as many tickets 30 minutes before the start of the film” as the same showing the day before.
The same is true for the Montreal Museum of Fine Arts (MMFA). “As soon as it rains, we see people starting to come in,” says Michèle Meier, the MMFA’s director of communications and marketing. “There are a lot of people in the galleries, it’s great, we’re very happy. Obviously, not because of the rain, but because of the people who take advantage of it to come to the museum,” she says. According to her estimates, “double” the number of people visit the MMFA when it rains.
A reality that is even more present during the tourist season. “Every time there is rain, we see an increase in attendance, even with a local audience. But it is certain that it is particularly true during the high tourist season because there are more people in town and there are more people looking for something to do.”
Rain, however, is not the only thing that brings crowds to the MBAM. Its opposite, the heat wave, is also a guarantee of success, notes Mme Meier. The museum’s air conditioning becomes its greatest asset here, rather than its roof. Roxanne Sayegh recalls the ice storm of April 2023 when the Beaubien cinema “was a refuge” for people in the neighborhood who were without electricity.
An effect on the industry
In the movie industry, weather even has an effect on a movie’s box office results, says Roxanne Sayegh. “Of course, media coverage is important, word of mouth is important. But the weather still has an impact, it will give a little extra boost.”
This is also a recurring topic of discussion between cinema managers and owners, says M.me Sayegh: “We say ‘how are you,’ then we’ll talk about the weather, how it’s affected the last week,” she says.
Of course, an increase in the number of visitors means an increase in the number of employees. “When we are able to plan, we will put more people on the floor,” explains Roxanne Sayegh. The situation is slightly more complicated at the MBAM, where schedules are “made well in advance.” Still, “it’s going well,” because “the team is very well-oiled,” says Michèle Meier.
The world of sport was also shaken by Friday’s deluge, as all matches of the National Bank Open tennis tournament scheduled for the day were postponed until the following day.
However, this is not the case for all sporting events. The Grand Prix de Trois-Rivières is maintaining its Friday races despite the heavy rain. “Car racing is done in the beautiful sun and in the rain, so it doesn’t impress us that much that there is a little water on the circuit,” explains its director Dominic Fugère.