MCM Media and Hoyts sign two-year deal

22 August, 2011 by IF

Press release from Access Public Relations

Following the outstanding success of The Hoyts Insider program, MCM Media, a division of MCM Entertainment Group (ASX: MEG), has signed a new two year agreement extension with The Hoyts Group to continue the highly entertaining pre-show program.

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The partnership, a first in cinema marketing, will see MCM Media continue to produce the branded entertainment program to screen before every movie in Hoyts digital cinemas nationally. Consumers are also able to access full interviews and past shows online at Hoyts.com.au.

The program is filmed in Los Angeles by MCM Media, with new episodes across the country every month, and during the school holidays. Hosted by Co-Executive Producer Andrew Günsberg and featuring movie news, celebrity interviews, and behind-thescenes snapshots, the program takes Hoyts viewers ‘inside’ Hollywood.

“The Hoyts Insider has been a stand-out success and gives Hoyts a true point of difference. With unique and compelling content coming direct from Hollywood, the show adds a whole new dimension to the Hoyts cinema experience,” Hoyts Director – Marketing, Anthony Thiessen said.

MCM Entertainment Group CEO Simon Joyce said: “MCM Media is committed to providing a leading-edge approach to entertainment content and reaching consumers outside traditional formats. The Hoyts Insider is a unique in-cinema branded content platform for advertisers and continues to offer movie distributors a creative way to market their new releases by taking movie-goers behind the scenes.”

Sony will sponsor The Hoyts Insider with Cyber-shot, its digital camera brand, for the next six months. The exclusive partnership is part of Sony’s campaign to promote the Cyber-shot range, which has the capability of capturing full HD movies, even in low light.

Cleverly integrated into the program, the Cyber-shot camera features on screen and is used to capture special behind the scenes moments that become a vital part of the show. The latest Hoyts Insider episodes with Cyber-shot feature superstars Ryan Reynolds, Tom Hanks, Julia Roberts and Jennifer Aniston.

Since launching six months ago, The Hoyts Insider has featured some of the world’s biggest movie stars including Denzel Washington, Will Ferrell, Matt Damon, Mark Wahlberg, Natalie Portman, Anne Hathaway, Justin Bieber, Jake Gyllenhaal and Robert Pattinson.

The Hoyts Insider will screen on all digital screens across Hoyts cinemas nationally. The digital screen rollout continues to increase each month as part of Hoyts converting from analogue to digital technology.

The two year deal with Hoyts represents another significant milestone for MCM Media’s television business, adding to its success across a catalogue of music based programs such as Live at the Chapel®, Take 40® Live, Take 40® Live Lounge and the recent Gaga Live at Monster Hall.

 

 

 

 

 

 

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