Having begun their theatrical journey in the early 20th century, Hoyts cinemas knows how to keep moviegoers coming back for more.
CONTEXT: REINVENTING THE CUSTOMER EXPERIENCE
Hoyts wants to be known as more than just a movie theater.
With more than a century of experience in the industry, Hoyts knows that the key to success is to keep innovating, which is why their mission is clear to them: deliver the movie theater of the future, today.
To do so, every few years Hoyts finds new and creative ways to enhance the customer experience. In 2015, they reinvented it by installing extra comfortable reclining seats in their cinemas. Shortly after, they introduced Treat City, a self-service food & candy bar, allowing moviegoers to pick up their own popcorn, candy, ice cream, movie collectables, and more.
Perks like these kept moviegoers coming back to Hoyts for all their cinematic needs.
CHALLENGE: FINDING MORE WAYS TO ‘PREMIUM-ISE’ THE MOVIEGOING EXPERIENCE
Having to constantly innovate and reinvent the customer experience comes with the challenge of finding new things to innovate with. To continue cultivating repeat customers, Hoyts needed to find ideas that were unique, haven’t been done in the industry, and will be attractive to moviegoers long-term to ensure ROI.
With their desire to constantly be one step ahead of competitors, Hoyts had to find new ways to “premium-ise” the cinema experience.
SOLUTION: IMPLEMENTING D-BOX’S HAPTIC RECLINER SEATS
Since recliners were already a part of the Hoyts premium experience, adding D-BOX’s haptic motion technology to them was a natural fit.
Hoyts turned towards D-BOX in 2019 after looking at all options for motion. According to Tyrone Dodds, the Director of Property & Business Development at Hoyts, deciding to work with D-BOX was simple.
“The D-BOX team really took the time to understand our business and build a strong relationship with key members of our team,” he said. “Some other concepts in market felt more like a roller coaster ride rather than an immersive extension of the cinematic experience.”
Dodds also mentioned that prior to finalizing their decision to implement D-BOX’s motion technology, they conferred with other exhibitors.
“They all spoke about how much their customers love the experience and kept coming back time and time again,” he explained.
RESULTS: A SUCCESSFUL PILOT PROJECT & 15 SCEENS STILL TO COME
A little over 3 years later, the integration of D-BOX seats in Hoyts theaters is so successful that another 15 screens will be installed later in 2023—all despite the pandemic essentially shutting down movie theaters right when their first D-BOX seats were installed.
“Customers absolutely love the experience,” said Dodds. “They often seek it out as the way they want to watch a movie.”
The D-BOX installation team worked seamlessly with the Hoyts crews and taught them the ins and outs of how to operate the haptic systems. If ever there were any issues, the D-BOX team was always there to assist.
Though relatively new, there’s no end in sight to the D-BOX and Hoyts partnership.
“In a world where we are competing with streaming and other forms of entertainment, it’s important that we keep looking at ways to provide a more premium experience for our customers to ensure cinema remains relevant into the future,” explained Dodds. “D-BOX is a key part of that strategy for Hoyts.”