HOYTS has announced it will bring its immersive ‘SCREENX’ cinema experience to HOYTS Broadway, marking the third Australian location to feature the format after HOYTS Blacktown and HOYTS Melbourne Central.
SCREENX is a multi-projection cinema format that expands select scenes beyond the traditional screen and onto the auditorium’s side walls, creating a 270-degree viewing experience designed to place audiences at the centre of the action.
“The strong performance of SCREENX at our existing locations demonstrates the growing demand for premium, innovative cinema experiences,” said Damian Keogh, HOYTS Group CEO and President.
“Expanding the format to HOYTS Broadway is a natural next step as we continue to invest in elevating the moviegoing experience for our guests.”
CJ 4DPLEX Chief Business Officer and Chief Marketing Officer Don Savant added that SCREENX is designed to offer an experience that can’t be replicated at home.
“As the cinema industry continues to evolve, moviegoers are increasingly seeking premium entertainment experiences that deliver a level of immersion, scale, and emotional impact that simply cannot be replicated at home,” Savant said.
HOYTS has not yet announced an opening date for SCREENX at Broadway, but says audiences can expect to experience upcoming blockbuster releases in the new format soon.
