How to get the magic of the big screen on screens significantly smaller?
HOYTS has launched a new brand positioning, See the Big Picture, via new agency Today the Brave.
The branding is at the heart of its people and company vision. HOYTS’ investment into state-of-the-art big screens, impressive surround sound, extra comfy recliner chairs, immersive D-BOX seats, and outstanding in-cinema dining are testament to why movie lovers experience more than just a movie at HOYTS.
HOYTS has worked with creative agency Today the Brave and production company MOFA on the campaign
“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,” says HOYTS’ director of sales, marketing and content Stephanie Mills.
“Sitting distracted in front of your TV, behind a tiny phone screen, or a laptop just doesn’t compare to seeing a new release in a cinema.
“See the Big Picture reminds people of the magic of the movies; an escape from reality that provides emotional experiences that you just can’t get at home.”
The campaign has launched on 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 a portion of the action, encapsulated on the small screens they are being viewed on.
These videos are reminders of the unique ways we experience movies when viewed in the cinema, and the intensity of emotions we feel which can’t be replicated on any other screen, device or setting.
HOYTS’ recent investment including award-winning D-BOX Motion Recliners installed in fourteen additional locations across Australia, as well as huge Xtremescreens, extra-comfy recliner seating, and HOYTS LUX in-cinema dining provide guests with ample cinema experiences that are testament to the new brand positioning.
"We felt this was our opportunity to showcase the impact of the big screen which Australians continue to prove is the number one entertainment experience," says Jade Manning, Creative Partner, Today the Brave.
Vince Osmond, creative partner at Today the Brave, says it's always great having a clear problem to run at -- how do you communicate the magic of the big screen, on screens that are significantly smaller?
"These Cinema-Sized ads run directly at the issue, turning the media challenge into a massive opportunity," says Osmond.
