Yes, among other things, but our priority is surely the funding of productions and their marketing. I agree with Ms. Simard; the films have to be seen and we have to have the resources to promote them.
There is something quite astounding that we see in this industry. You can have the best film in the world, but if the weather is too nice outside during the weekend of the premiere, it will not do well and it will be withdrawn. That is sad, because if it is too nice outside as is the case today, all of the money injected into marketing for that one weekend is wasted. Today was a beautiful day such as we seldom see in Canada. Everyone was outside. No one wanted to go to the movies, and so the movie was taken out of the cinemas.
Aside from the fact that we can see films on other platforms, all of the marketing is tied to that and the shelf life of the movie in theatres is practically tied to the weather outside.