Hoyts had a mid-tier cinema product in Xtreme Screen, but were failing to capitalise on communicating it to cinema goers across Australia.
Create a larger than life cinema spot, using the medium that could best showcase the Xtreme Screen experience – Cinema. Created in 4K and mixed in Dolby 5.1 this brand was designed to make a rumble.
And beyond the big screen the brand extended through to TV spots promoting new release titles, OOH and digital executions.
Bookings for Xtreme Screen cinemas increased by 6% in the weeks following the launch, and with the premium paid per seat, say average session revenue increase 16%. An Xtreme result in a highly competitive entertainment market.