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Hoyts announces Viocorp as streaming partner

Hoyts Stream logoHoyts Entertainment has released more details of its move into online streaming announcing it will partner with video streaming company Viocorp ahead of its launch in the second half of 2013.

The move will put even greater pressure on troubled Quickflix, which has struggled recently with cashflow and board problems.

Crispin Tristram, chief marketing officer of Hoyts said the decision to partner with Viocorp was a an obvious one given the company’s background in Asia and was not driven by competitive pressures.

“I wouldn’t say our goal is necessarily to be number one or to go toe-to-toe with Quickflix but our objective is to establish a full end to end movie going experience,” , said Tristram.

“They are one of the few proven providers out there. (Viocorp) have a short form and long form service up and running in Malaysia.”

“There are a lot of people out there who say they can do this in long format but these guys have actually done it.”

Late last year Hoyts announced it would be moving into the video streaming space in an attempt by the company to grow its digital assets and leverage its existing brand.

Hoyts will support the launch of Hoyts Stream later this year with an associated marketing campaign. Tristram told Mumbrella the details of the campaign would be released shortly.

“Yes we are planning some (marketing), we’ll be making some announcements in the coming weeks and we’ll be making some announcements about who we will be partnering with there as well,” he said.

The company sees its new streaming operation as part of an overhaul package that includes its cinema operations, with more than 18 million admissions a year, and its DVD kiosk business which has over 200,000 active customers.

“One thing we ask is does Hoyts have a right to play in this space and are we set up to play in this space and we’ve done some research speaking to customers across Australian and New Zealand,” said Tristram.

“The response was very high and helped get us the final backing of the board.”

In 2010, Hoyts chairman David Kirk purchased $5m worth of shares in Viocorp through his investment fund Bailador.

Nic Christensen 

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