HOYTS makes its recliner chairs the new norm for Aussie cinema in new campaign via BWM Dentsu

HOYTS has launched its HOYTS Recliners campaign by BWM Dentsu Sydney, making extra comfy recliner seats the new norm for Aussie cinematic viewing experiences.

The mission for HOYTS is to bring innovation and a top-quality cinema experience to its guests. Over the past two years they have been investing in the moviegoing experience in many ways, from their mainstream recliner seating, to their premium offering HOYTS LUX, as well as through their food and beverage offering with the likes of Treat City and Artie’s Bar & Café.

For the HOYTS recliner campaign, the company wanted to highlight specifically how their movie experience delivers on so much more than the standard. With extra-comfy recliners now available in over 80% of the Australian cinema locations all for the price of a normal movie ticket, it was timely to promote the upgrade.

VIEW THE SPOT

The creative depicts two moviegoers trading analogies back and forth over the comfort and quality of HOYTS’ recliner seating, an integral component of every moviegoer’s experience.

Over the course of the spot, the pair praise the seats which feature extra leg room, wider allocated seating and side tables complete with a large cup holder, attempting to one-up each other with increasingly nonsensical descriptions.

Eagle-eyed movie lovers will note references to iconic movies like ET, King Kong and Kung-Fu Panda.

Says Philipa Murphy, senior marketing manager: “Our mission is to create the cinema of the future, and create memorable experiences for our guests. There’s nothing quite like enjoying the latest blockbusters on the big screen, with your feet up! Recliner seating brings an all new meaning to your standard trip to the cinema, and a key priority for us with this campaign was to highlight that our enhanced offering is the new normal.

“We’re excited that the BWM Dentsu team has created a campaign full of light-hearted humour that really shows off how our recliner seating gives HOYTS moviegoers added comfort and convenience, at great value.”

Says Asheen Naidu, executive creative director, BWM Dentsu, Sydney: “We wanted to communicate the total comfort of HOYTS’ recliner seats in a way that reflects the thrill of going to the movies. We certainly had fun throwing in some movie easter eggs for casual moviegoers and film buffs alike.”

The campaign has launched to coincide with the official opening of HOYTS’ brand new cinema HOYTS The District Docklands. The campaign will then roll out nationally in 2019.

Jack Spicer – Planner

Production Company – Scoundrel

Director – Cate Stewart

Philipa Murphy – HOYTS Senior Marketing Manger

Renee Asmar – HOYTS Marketing Communications Manager