Fairfax Media extends its events reach by buying Australian Openair Cinemas
Fairfax Media has made a new play for its events business announcing it has bought Australian Openair Cinemas, which operates six sites across Australia.
Managing director of Fairfax Life Media & Events, Andrew McEvoy, said: “Our plan is to build on the remarkable success the events have had to date, further improving the experience and finding new Australian and international sites to grow the events.
Ice cream brand Ben & Jerry’s will be the naming rights partner, on which McEvoy added: “We genuinely believe in the experience economy and Ben & Jerry’s Openair Cinemas perfectly complements our other events in areas such as food, health and fitness, parenting, sports and the arts.”
Fairfax announced its events play back in 2013 when it hired McEvoy from Tourism Australia to lead the division and now runs events across a portfolio of lifestyle-oriented media assets and products spanning travel, health, food, parenting and motoring; and events focused on running, swimming, food and wine, parenting, business and the arts.
Australian Openair Cinemas started at Bondi Beach and has spread around the country.
Founder and managing director, Alexander Khadra, said: “I am very grateful to the many people who have helped us along the way, our great team, all our sponsors and council partners. It’s been a fascinating few years building the events from humble beginnings to a national event series, creating a much loved summer experience for so many Australians.
“We could not have wished for a better partner than Fairfax to take Ben & Jerry’s Openair Cinemas even further.”
Fairfax declined to comment on the terms of the transaction.
Nic Christensen
