Hoyts Lux Gets Fancy With Five New Brand Partners

Hoyts Lux Gets Fancy With Five New Brand Partners
Jessica O'Neil-Shaw
By Jessica O'Neil-Shaw



A trip to the movies is best shared with special people – especially if you’re catching the latest releases in style. And that’s why HOYTS LUX, the premium cinema offering from HOYTS, has secured five new major brand partnerships.

The partnerships include; online partner Visa Checkout, automotive partner Peugeot, chocolate partner Maltesers, premium beer partner Stella Artois and wine partner Vinaceous Wines. The partnerships connect these premium brands with the new luxury cinema of HOYTS LUX. The brand synergy is promoted across the variety of HOYTS owned media assets including; in cinema integration, bespoke and cobranded promotions and events.

They’ve picked the perfect time to head to the movies as well – with cinema attendance set to smash the previous records this year. And with HOYTS LUX and its partner brands, cinemagoers can break those records in the lap of luxury.

“With HOYTS LUX, our goal was to create a place where audiences can enjoy a first-class bar experience before they settle in to catch the latest releases – in complete luxury as well,” said HOYTS group CEO Damian Keogh. And the brand partners are just as excited about the LUX experience.

“Stella Artois continue to deliver premium experiences to its consumers and La Societe members, and film is a shared passion between Australians and Stella Artois,” said Rebecca Evens, brand manager at Lion. “There was no better partner than HOYTS LUX to deliver the high quality, elevated film experience we were looking for – while ensuring cinemagoers can enjoy a chalice of Stella Artois”.

Dimitri Andreatidis, national marketing manager for Peugeot, was equally enthusiastic. “Peugeot Australia are delighted to be a key partner with HOYTS LUX. Our strategic partnership will allow Peugeot to bring our brand promise of motion and emotion to life.”

The exciting new partnerships have been included on the silver screen as well, with a TVC created by Kin Things. “HOYTS LUX needed to make a statement, not only about the consolidation of its premium cinema offering but also as a point of difference from its competitors,” said Brecon Littleford, the agency’s director and founding partner. He described their approach to the motion picture ad as “upbeat, energetic and vibrant”.

HOYTS LUX venues are premiering all over the country – with cinemas already open in Broadway, Chatswood and Entertainment Quarter in New South Wales, Highpoint, Eastland, Victoria Gardens and Melbourne Central in Victoria, and Carousel in Western Australia. The new, premium cinema experience is an intimate, exciting space – and features super-comfortable chairs, and an in-cinema waiter service ready to serve guests plenty of gourmet food and drink.

HOYTS also have a range of new and existing integrated brand partnerships available across their owned assets and products managed by Matt Fox, Commercial Partnerships Manager of HOYTS Group.




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