Cinema giant HOYTS has unveiled a new campaign by BWM Dentsu, making extra-comfy recliner seats the new norm for Aussie cinematic viewing experiences.

For the HOYTS recliner campaign, the company wanted to highlight specifically how its movie experience delivers on so much more than the standard.

With extra-comfy recliners now available in over 80 per cent of HOYTS’ Australian cinema locations all for the price of a normal movie ticket, it was timely to promote the upgrade.

The creative depicts two moviegoers trading analogies back and forth over the comfort and quality of HOYTS’ recliner seating.

Eagle-eyed movie lovers will note references to iconic movies like ET, King Kong and Kung-Fu Panda throughout the ad.

Philipa Murphy, senior marketing manager at HOYTS, said: “Our mission is to create the cinema of the future, and create memorable experiences for our guests. There’s nothing quite like enjoying the latest blockbusters on the big screen with your feet up.

“Recliner seating brings an all-new meaning to your standard trip to the cinema, and a key priority for us with this campaign was to highlight that our enhanced offering is the new normal.

“We’re excited that the BWM Dentsu team has created a campaign full of light-hearted humour that really shows off how our recliner seating gives HOYTS moviegoers added comfort and convenience, at great value.”

Asheen Naidu, executive creative director at BWM Dentu Sydney, said: “We wanted to communicate the total comfort of HOYTS’ recliner seats in a way that reflects the thrill of going to the movies.

“We certainly had fun throwing in some movie Easter eggs for casual moviegoers and film buffs alike.”

The campaign coincides with the official opening of the brand new cinema HOYTS The District Docklands. It will then roll out nationally in 2019.

CREDITS

Client: HOYTS

Senior marketing manager: Philipa Murphy

Marketing communications manager: Renee Asmar

Creative agency: BWM Dentsu

Executive creative director: Asheen Naidu

Art director: Robert Gordon

Copywriter: Julian Hartley

Head of onscreen production: Margot Fitzpatrick

Group account director: Gemma AP Geraint

Senior account manager: Tom Low

Account manager: Ella McNulty

Planner: Jack Spicer