In this series, AdNews takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. This time it's HOYTS director: sales, marketing and content Stephanie Mills.
Time in current role/time at the company:
I joined HOYTS in May 2013 – so just over 11 years.
How would you describe what the company does?
HOYTS is all about bringing people together through the magic of movies via a great customer experience. It’s like a cultural meeting place where stories come to life, offering something for everyone.
What do you do day to day?
I lead all areas of the business that drive admissions to our cinemas – anything that puts a bum on a seat sits with me. No day is the same. Our industry has new product every week so agility and balance of time across the movie programming, marketing, loyalty, sales and retail teams is my main focus.
Define your job in one word:
Thrilling.
I got into the industry because:
It was actually a bit of a fluke. I moved to Australia in 2002 and started out as via a Temp agency with a cinema company and the opportunities just started rolling from there!
What’s the biggest challenge you face in your role?
We don’t control the product we’re given – volume, release timings – so it’s important to look for opportunities to drive revenue and admissions that don’t just rely on a supply of Hollywood content. A lot of my team’s work and time is spent on the non-blockbuster content to drive as many admissions into the cinema as possible, whether that’s through world movies, concerts, venue hire for up-fronts or special interest groups, forming strategic partnerships or diving into the data to understand customer churn and implementing strategies there. It’s so multi-faceted, but so much fun.
What’s the biggest industry-wide challenge you’d like to see tackled?
The cinema industry faces the challenge of competing with the rise of streaming services and content saturation, but the key to maintaining its unique appeal lies in creating exceptional customer experiences. By offering premium amenities like HOYTS recliner seating, immersive big-screen formats like HOYTS Xtremescreen, luxurious options such as HOYTS LUX, and dynamic technologies like HOYTS DBOX motion recliners, cinemas like HOYTS provide a distinct, memorable experience that streaming simply cannot match. Mid-range movies, which often struggle to stand out in a crowded content market, can benefit from the unique marketing opportunities that cinemas offer. By leveraging our owned assets such as targeted in-cinema promotions, themed events, and exclusive screenings, these films can be elevated buzz can be created around them. This approach not only helps mid-range movies gain visibility but also makes each visit to the cinema a special occasion that draws audiences in.
Who has been a great mentor to you and why?
Early in my career, I got to work with an industry great named Ian Sands. He was incredibly generous with sharing knowledge, introducing me to his contacts, and generally just being a great champion of mine. Ian has since passed, but there’s rarely a day I don’t think of him.
Words of advice for someone wanting a job like yours?
Always focus on the customer experience and stay adaptable.
If I wasn’t doing this for a living, I'd be:
Very, very sad…
My philosophy is:
Stay curious – about life, about others, about myself.
My favourite advert is:
Boody's 'Make Yourself Comfortable' was an outstanding campaign. I loved it.
Music and TV streaming habits: What do you subscribe to?
Well, I’m a frequent cinemagoer. I’m at the movies most weekends, to be honest! But in addition to consuming entertainment there, at home we have Foxtel, Prime, and Netflix. For music, we have Apple.
Tell us one thing people at work don’t know about you?
Hmmm…after 11 years – not much!
In five years time, I'll be:
I find the older I get, that question seems so limiting! I guess the answer is wherever my life circumstances and my desire to keep evolving takes me!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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