Hoyts says ‘size matters’ in latest campaign via Today the Brave

Hoyts and Today the Brave want Australians to realise that size matters, especially when it comes to enjoying movies how they were meant to be seen – on the big screen.

The ‘See the Big Picture’ campaign shows how a cinema-sized experience is the only way to truly enjoy films – with the big sound, big screen, and reclining chairs.

Across four genre parodies – zombie, comedy, animation and space –  the creative uses tight, close-up shots that show only a small portion of the screen – the idea being that, if you want on your tablets or phones, you’re missing most of the action.

“It’s always great having a clear problem to run at; how do you communicate the magic of the big screen, on screens that are significantly smaller?,” explains Today the Brave creative partner Vince Osmond.

“These cinema-sized ads run directly at the issue, turning the media challenge into a massive opportunity.”

Damian Keogh, Hoyts CEO, said: “The new brand positioning talks to not only the unique experience that the big screen provides but also the big picture mindset of our people and business, as we continuously set the standard of cinema today while investing in the cinema of tomorrow.”

The campaign will roll out across Foxtel, and Nine, Ten, and Seven’s BVOD channels throughout the rest of the year.


Production Co: MOFA

Director – Nick Kelly

Executive Producer – Llew Griffiths

DOP – James Brown

Art Director – Sam Lukins

Casting – Citizen Jane

SFX Make Up – Make Up Effects Group

Offline Editor – Hayden Somerville

Grade – Greg Constantaras

Online – Eugene Richards

Photography – Milos Mlynarik


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