HOYTS has entered into a joint venture agreement with ACE Cinemas in WA and will be managing their Midland Gate facility from the 5th October 2023, with a view to providing cinema buffs in the area with an enhanced viewing experience.
As part of this joint venture, the Midland Gate cinema will undergo a full refurbishment in early 2024, bringing HOYTS’ signature extra comfy recliner seats to the community.
President and CEO of The HOYTS Group Damian Keogh said that he sees this as an opportunity to provide the local community with greater in-cinema experiences which was front of mind when agreeing to this joint venture with ACE Cinemas.
“We are pleased to be teaming up with ACE Cinemas and to be providing the local community access to more big-screen cinema experiences that HOYTS can offer,” said Keogh.
“The ability to work closely with the existing team at ACE Cinemas and to bring our HOYTS LUX and Xtremescreen experiences to their Midland Gate facility along with a refurbishment including D-BOX in 2024, will be an exciting venture for both parties.
Managing Director of ACE Cinemas David Pye says, “ACE Cinemas is delighted that this partnership with HOYTS will re-invigorate the Midland Gate cinema, offering outstanding customer experiences as well as continuing the long association of ACE cinemas with this site.”
“We know customers are increasingly discerning with how they watch movies, and the demand for an experience is there, we’re looking forward to delivering this with HOYTS.”
The cinema will be co-branded as ACE HOYTS to accurately reflect the partnership.
“The addition of HOYTS features that will be implemented at Midland Gate will only improve the cinematic offering for movie-goers while keeping the experience they know and love at a location they have many years of history with,” Keogh said.
“We see this as an opportunity to support the local community and continue to provide them with a cinema in their local area which we see as integral to community and culture,” said Pye.
The implementation of core HOYTS elements, including Xtremescreen, and HOYTS LUX experiences, world-class food and beverage options, and access to HOYTS Rewards benefits, will all be a part of this.
With the demand for movies that cinemas are currently experiencing due to the success of current blockbusters such as Barbie and Oppenheimer, this new venture comes at a perfect time for scheduled summer releases such as Wonka, Dune: Part 2, Napoleon, and The Hunger Games: The Ballad of the Songbirds and Snakes.