HOYTS launches new ‘See the Big Picture’ brand positioning and campaign via Today the Brave
Full service creative agency Today the Brave has released new creative work for Australia’s leading national cinema brand HOYTS.
Operating over 490 cinema screens across the market, the brand is known for offering an unforgettable experience that begins from the moment patrons walk in, to the moment they leave. However in a world increasingly geared towards the consumption of content in smaller formats, how can HOYTS communicate the full scale of the cinema experience?
Instead of surrendering to smaller media formats, ‘See the Big Picture’ showcases HOYTS’ cinema-sized experience, regardless of the channel. The campaign is an invitation from the brand to movie-lovers who also love everything the cinema offers – big sound, taste, comfort, luxury and those recliner chairs – a combination that HOYTS provides best. Aimed at highlighting that there really is only one way to experience the marvel and magic of movies, and that’s if you ‘See the Big Picture’.
Says Damian Keogh, chief executive officer, HOYTS: “The new brand positioning talks to not only the unique experience that the big screen provides but also the big picture mindset of our people and business, as we continuously set the standard of cinema today while investing in the cinema of tomorrow.”
Says Jade Manning, creative partner, Today the Brave: “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.”
A testament to the cultural importance cinema continues to play, HOYTS has sold 1.35M across their 58 cinemas in Australia and New Zealand since the openings of recent releases Barbie and Oppenheimer which have gripped the public imagination.
Says Vince Osmond, creative partner, Today the Brave: “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.”
Consisting of four genre executions – Zombie, Comedy, Animation and Space – ‘See the Big Picture’ comes with a catch. Each ‘short-ad’ uses tight, close-up frames that reveal only a fraction of the action or impact of the cinema experience, leaving the audience wanting more.
One of the iterations, ‘Zombie Army’ teases the viewer via narration from celebrated VO artist Lee Perry, laying out the unfolding scenes of Carl’s (zombie) death and the hoard of Zombies that are missed owing to the viewers ‘not so cinema-sized screen.’.
HOYTS will be rolling out the campaign and visual identity until the end of the year, running across broadcast channels including Foxtel, and across Catch Up TV channels Nine, Ten and Seven.
Since Today the Brave’s launch in mid-2022, the agency has worked with clients including True North, Coposit, Zambrero, the University of Sydney, AMP North, News Corp, HOYTS and Mercury Capital.
Creative Agency: Today the Brave
Production Co: MOFA
Director – Nick Kelly
Executive Producer – Llew Griffiths
DOP – James Brown
Art Director – Sam Lukins
Casting – Citizen Jane
SFX Make Up – Make Up Effects Group
Offline Editor – Hayden Somerville
Grade – Greg Constantaras
Online – Eugene Richards
Photography – Milos Mlynarik
Find out more at hoyts.com.au/experiences/see-the-big-picture
Follow HOYTS Australia on Facebook, Instagram, Twitter, TikTok and LinkedIn.
37 Comments
It’s interesting to talk about what people are missing out on.
The scripts are cool too.
There’s a lot you could do with this idea.
Well done team, I like em
I really need to turn the zoom off on my Netflix account.
Awesome work
TTB + V&J = Killin’ It
On big tv
That’s not how screens work. I think the creative licence taken to put forward the cinema benefit undermines the benefit because it is not what the consumer experience is
Agreed
you are over thinking it man.
Big screen – big picture. Don’t slop your technicalities in the mix when the broth is sweet as is
Great first work from a new Indi agency
Clever. But also really well crafted.
Nick Kelly fan 🙂
Nice one gents. Love this work.
Cool idea, beautifully excited.
Legends
Nice to see Hoyts doing something with their brand .
Great idea!
Go you good things x
Yasis this is great work. Congrats my oaks
A small screen doesn’t mean the picture is cropped in anyway… So this positioning doesn’t make sense. It’s not a problem that needs solving.
Can’t figure out why the viewer hasn’t figured out that he/she/they should simply turn the phone sideways
and watch the whole image on landscape.
But, that’s just an observation.
My thought is that the animated, narrow, portrait shaped box around the Hoyts logo in the end graphic
sequence should expand to the shape of a big wide screen.
None of their competitors have big screens.
It’s the equivalent to a car company saying “ride with four wheels not two” to cyclists. Not exactly distinctive in a market of other car brands.
What job does this do for Hoyts? I can also see a big picture at Village, Palace etc
Some time ago, Sony created an ad for wide screen tvs when 4:3 was still the standard. Two cowboys were duelling. They walked away from each other until both were just off screen. Bang. Thud. You never saw who won.
That was a concept. This isn’t.
All you say is true. However, growing a category can grow your brand. I’m off to see Oppenheimer at Event Cinemas today.
Disagree. They’ve created a problem that doesn’t exist which then undermines the benefit they’re trying to promote.
Capturing consumer attention is harder enough as it is, using a construct that doesn’t reflect reality makes it really easy for consumers to dismiss
Cropping ≠ brand platform
Nice work boys. Love the writing.
You know what they say. big screen, big…
This good. This nice. This fun.
Great work! Love it!
the end frame should zoom out on the logo…
at the folk trying to slate this on a technicality.
You think anyone watching this actually things ‘ hold on, technically Hoyts screen vision ratio is the same to that of my mobile devise, so I am therefore unconvinced by this as a positioning in the categ….’ shurrup.
Nah, they dont care. It’s entertaining. It’s for Hoyts – job done
Really like these. Congrats.
Well done clever humans
These are cool. Simple idea. Production quality is dope too.
It’s just saying get off ya phone and go to the cinema, no more no less. The visual device is aspect ratio. If you hate this you’re lame and boring.
This is a great analogy for the parts of the Hoyts experience you’re missing out on by not going to the cinema.
It’s not meant to be a product demonstration. I argue this work is clear and effective. Case closed.
Objection. How is the ‘Hoyts experience’ any different to the ‘Event experience’? How does this make me want to watch Barbie at a Hoyts cinema and not whatever one is closest or has the most convenient time? It’s entertaining, sure. But it ain’t for Hoyts. It’s for the cinema you live closest to.
Hush now.