[Press Release by Spark Communications]
Hoyts, Australia’s single biggest cinema brand, has partnered with IMAX to offer its customersthe only multiplex-based IMAX experience in Australia.
Hoyts and IMAX Corporation are opening three new joint venture auditoriums within key Hoyts cinemas in Sydney, Melbourne and Perth this month. Hoyts has taken advantage of IMAX’s new digital projection technology which means that for the first time ever, cinema-goers in local Australian suburbs will be able to experience Hollywood blockbuster movies in the most powerful and unique way, with The IMAX Experience.
Digital Innovation
In addition to using IMAX’s new digital projection system, Hoyts is exploiting IMAX’s DMR (Digital Re-mastering) technology to create an innovative way of luring consumers out of their homes and back to the cinema. IMAX DMR is a digital re-mastering process that enables major Hollywood studios to transform their biggest event movies into the unparalleled image and sound quality of The IMAX Experience and Hoyts customers will now be able to take advantage of this.
IMAX’s new digital projection system eliminates the need for film prints, and enables Hoyts to offer its customers a wider range of content. The movie slate for 2009 is impressive and includes hotly anticipated Hollywood blockbusters such as Watchmen and Monsters v Aliens.
Until now, residents of Sydney and Melbourne have had to travel to the CBD to attend one of the standalone IMAX theatres, whereas this partnership will bring The IMAX Experience to the suburbs. The new Hoyts IMAX cinema in Perth will be the only place cinema-goers can experience IMAX in Western Australia and, along with the Melbourne and Sydney openings, will bring a real entertainment boost to the local communities. A fourth IMAX auditorium will also be installed within another Hoyts cinema in Melbourne next year.
Proven Success
“By embracing IMAX’s new digital projection technology we are offering our customers the world’s most immersive cinema experience. Hoyts has been leading from the front in terms of innovation for some time, our luxury beanbag experience – thehalfpipe – has been a great success and the IMAX partnership strengthens our offerings. Traditional cinema still has its place, but we recognize the need to evolve and are thrilled to bring this concept to Australia” said Delfin Fernandez, CEO of Hoyts Cinemas.
The Complete Immersive Experience
IMAX’s revolutionary digital projection system, specially designed screen, powerful audio system and customized theatre geometry creates the sensation of being IN the movie. The Hoyts IMAX cinemas will showcase Hollywood blockbusters converted into the unparalleled image and sound quality of The IMAX Experience in both 2D and IMAX 3D.
The first three will be installed at:
Hoyts, The Entertainment Quarter in Sydney
Hoyts Highpoint in Melbourne
Hoyts Carousel in Perth
To launch the partnership the new Hoyts IMAX cinemas will open with a stunning IMAX version of The Day the Earth Stood Still on Boxing Day.