When movie-goers see Paramount Pictures’ “Labor Day,” which opens later this month, they’re likely to emerge from theaters craving a slice of good ol’ American pie. Not surprisingly, their preferred choice of pie most likely will be apple.
Both assumptions are based on findings in a recent independent survey commissioned by the American Pie Council, whose National Pie Day holiday on January 23 is being sponsored by “Labor Day.” Premiering on January 31, the movie, starring Kate Winslet, in a Golden Globe-nominated role, and Josh Brolin and directed by Jason Reitman, includes a salient scene that shares the APC’s message of passing down pie-making skills from generation to generation.
Conducted by Nielsen, the survey polled 1,000 respondents from across the country, asking them about their pie-eating habits and their lifetime relationship with the dessert. The survey revealed that pie is a preferred dessert even on special occasions other than Thanksgiving, with 70% favoring it on Christmas and 67% considering it a staple of family gatherings. And, it’s not just an after-dinner treat. Pie is a great late-night snack, too, 58% of the respondents said. Quite a few of those surveyed—26%—even admitted to hiding a piece of piece to save it for themselves!
What are Americans’ favorite pies? Apple takes, ah, the cake, but perhaps surprisingly chocolate pie tied with pumpkin in the No. 2 spot, while cherry placed third, according to the survey.
The survey also buttressed the APC’s view of pie as a slice of Americana, and not just as a menu item for special occasions either. Pie recipes and pie-making skills hold a dear place in a family’s heritage, a theme that “Labor Day” seizes upon with subtle effectiveness.
“Labor Day” will be distinctively tied to National Pie Day through social and traditional media promotional campaigns, pie recipes and more, and will be showcased in marketing materials supporting the holiday. On January 13, the APC launched on its Facebook page a ticket-giveaway promotion. One lucky person will receive a private viewing party of “Labor Day” with 50 guests in the winner’s town.
“Labor Day” centers on 13-year-old Henry Wheeler, who struggles to be the man of his house and care for his reclusive mother Adele while confronting all the pangs of adolescence. On a back-to-school shopping trip, Henry and his mother encounter Frank Chambers, a man both intimidating and clearly in need of help, who convinces them to take him into their home and later is revealed to be an escaped convict. The events of this long Labor Day weekend will shape them for the rest of their lives.
The American Pie Council® is the only organization committed to maintaining America’s pie heritage, passing on the tradition of pie-making and promoting America’s love affair with pie. The APC offers personal, professional and commercial memberships. For more information, please visit www.piecouncil.org or follow the American Pie Council on Facebook, Pinterest, Instagram and Twitter at FYPie.
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NASDAQ: VIAB, VIA), a leading content company with prominent and respected film, television and digital entertainment brands. Paramount controls a collection of some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, Paramount Vantage, Paramount Classics, Insurge Pictures, MTV Films, and Nickelodeon Movies. PPC operations also include Paramount Home Media Distribution, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group