HOYTS Launches New Brand Positioning See the Big Picture

HOYTS - See the Big Picture
Sydney, Australia ( August 6, 2023 ) -

On the back of record box office with the Barbie and Oppenheimer releases, HOYTS has launched its new brand campaign, See the Big Picture. More than just a refreshed look and tagline, the branding is at the heart of its people and company vision. HOYTS’ investment into state-of-the-art big screens, immersive Dolby Atmos sound, extra comfy recliner chairs, exhilarating D-BOX motion recliner seats, and outstanding in-cinema dining form the pillars that allow movie lovers to experience more than just a movie.

Passionate about the movie experience that only a cinema can provide, HOYTS has worked with creative agency Today the Brave to bring this company truth to life, said HOYTS’ Director of Sales, Marketing and Content Stephanie Mills.

“People have access to a huge amount of content on different sized screens but nothing compares to the experience of seeing a movie on the big screen at the cinema,” said Mills.

“See the Big Picture encapsulates the important role cinema plays in today’s modern world with an abundance of screens and constant distractions. It talks to why cinema is still thriving in these challenging times by giving people an escape, and real emotional
experiences that you just can’t get at home.

“From the moment you step into a cinema you feel it; with big sound, big laughs, and big cries that come from being fully consumed by the big screen.”

The campaign has launched across HOYTS’ own channels. Introducing the new brand positioning to market are four videos shot by Nick Kelly of production company MOFA, with a Hollywood inspired visual representation of the branding. Building on the “See the Big Picture” concept, the videos only show viewers a portion of the action on their not-so- cinema sized screens. Playing on Catch Up TV and social media, whether it be a mobile, laptop, television, or tablet device, it drives home what viewers miss out on when they aren’t viewing content in a cinema.

“The new brand positioning is not just a reminder that movies are better on the big screen but a commitment from everyone at HOYTS as we continue to innovate and think big picture to set the standard of cinema today whilst continuously investing in the cinema of
tomorrow,” says HOYTS’ CEO Damian Keogh.

“As a company, we’ve invested heavily in upgrades and new technology, including our huge Xtremescreens, Australia’s first Samsung Onyx LED screens, extra-comfy recliner seating, and award-winning D-BOX Motion Recliners which were recently added to fourteen locations across Australia.

“We know that cinema is so much more than just a screen and we’re passionate about delivering big experiences for our guests, so they can see the big picture too.”

Find out more at hoyts.com.au/experiences/see-the-big-picture