Moviegoers trade analogies to promote Hoyts’ reclining chairs

Hoyts has launched a new campaign to promote its extra comfortable recliner seats.

Created by BWM Dentsu, the campaign features two people sitting on the recliner chairs explaining what sitting on the chairs feels like, including sitting on a cloud and an alien swaddled in a blanket.

The two moviegoers trade movie analogies back and forth while promoting the chair’s extra leg room, wider allocated seating and side tables.

Philipa Murphy, senior marketing manager, said in a statement: “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, ECD at BWM Dentsu Sydney, added: “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.”


  • Creative Agency – BWM Dentsu
  • Asheen Naidu – Executive Creative Director
  • Robert Gordon – Art Director
  • Julian Hartley – Copywriter
  • Margot Fitzpatrick – Head of Onscreen Production
  • Gemma AP Geraint – Group Account Director
  • Tom Low – Senior Account Manager
  • Ella McNulty – Account Manager
  • Jack Spicer – Planner
  • Philipa Murphy – HOYTS Senior Marketing Manger
  • Renee Asmar – HOYTS Marketing Communications Manager

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