Hoyts has announced a marketing campaign to celebrate Australian talent in local and international movies, the first step in a program aimed at driving ticket sales for Australian films.
Movies featuring Aussies will be flagged – literally with an Australian flag – on the exhibitor’s web site which it’s relaunched next month, on social media and in communications to members of its Hoyts Rewards loyalty club.
Tagged Hoyts Homegrown, the links will explain the Oz connections for each relevant film, encompassing actors, writers, directors, designers, editors and other production crew, or being filmed in Australia.
Beyond that, the company plans to stage special events including Q&A screenings and behind-the-scenes features.
“We want to provide more support for Australian films and other films involving Australian talent,” Hoyts Group CEO Damian Keogh tells IF. “It’s a conversation we started having around the time of the Oscars. Hoyts Homegrown is about showcasing this success and celebrating the achievements of our talent.
“Over time we are hopeful that Australians will support our home grown talent in Australian-made movies and in Hollywood and international movies, as audiences in other countries support their talent. This is the first step in awareness, marketing and positioning, which we want to build on.”
Keogh is looking at ways of allocating more screen time to Australian films, including the idea of devoting one night a week to current and retro local films, perhaps at discounted prices.