creammagazine.comHoyts and IMAX get cosier to draw movie lovers away from their living rooms and back into the cinemas
Occasionally I’ll go to the movies mid-week and discover that I have the entire cinema to myself. Such is the state of movie-going in an age of alternative media proliferation everywhere we turn. Our phones, our TVs, our PCs – all providing countless channels of entertainment viewing.
Still, there’s a sense of comfort and joy in actually going out and seeing a movie, and judging by one particular cinema merger, it looks like there may be a resurgence in movie-going soon…
Hoyts Cinemas has announced a major expansion of its partnership with IMAX Corporation, unveiling plans for 10 new IMAX with Laser locations across Australia and New Zealand. The agreement represents the largest IMAX deal ever in the Australian market and will significantly grow IMAX’s regional presence. Building on a renewed collaboration initiated last year, when four new IMAX sites were announced, this latest development nearly doubles its footprint across the region.
The new state-of-the-art cinemas will feature IMAX’s advanced laser projection and immersive audio technology, offering audiences a premium moviegoing experience.
As for Hoyts, which already commands more than 30 percent of national cinema admissions, the expansion reinforces its leadership in the film distribution industry. The partnership highlights rising consumer demand for high-quality, large-format entertainment and signals continued investment in cutting-edge theatrical experiences.
As my Mum used to sing whenever a ’50s style jingle would cross her mind, “Let’s go to the movies!”
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