Hoyts Cinemas is upgrading its premium cinemas in Australia and New Zealand to compete with Event Cinemas' and Village Cinemas' Gold Class locations.
Branded Hoyts Lux, the initiative begins on Friday at Hoyts Broadway, with three screens each with 31 reclining seats, a bar and in-cinema waiter service of food and liquor. Patrons will also receive complimentary popcorn and soft drinks on arrival.
Until now Hoyts' premium offering consisted of La Premiere -rows of seats at the back of auditoria- and Directors Suite bars.
The upgrade announcement follows news that Hoyts’ owners Pacific Equity Partners have postponed until next year an IPO which would have raised up to $900 million.
Among other refurbishments due to come on stream in the next month, Hoyts Entertainment Quarter and Sylvia Park in New Zealand will get two Lux screens. A bean bag cinema at Melbourne Central and a conventional screen at Victoria Gardens are being converted to Lux.
Hoyts Group CEO Damian Keogh said, “Our new Lux concept at Broadway is about creating the cinema experience for the future. A place where people can enjoy a first class bar experience prior to the movie, outstanding food and beverage options and watch the very best new release movies in total luxury.
“Hoyts is looking forward to rolling out more Lux-style premium cinema in the near future.”