Hoyts Launches Unique Beanbag Cinema

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HOYTS LAUNCHES UNIQUE BEANBAG CINEMA – THE HALFPIPE
- FIRST OF ITS KIND IN NEW ZEALAND -

26 February, 2007

Hoyts’ new flagship cinema complex at Sylvia Park will introduce a unique cinema concept to New Zealand – a beanbag cinema, dubbed The HalfPipe.

The HalfPipe will contain oversized beanbags, designed to seat two adults or three children. The cinema is sponsored by Cadbury Jaffas and the beanbags are designed to look like giant Cadbury Jaffas.

Hoyts Marketing Director Elizabeth Trotman is excited about what The HalfPipe will bring to Auckland’s young cinemagoers.

“The youth market is a very important audience of cinema-goers. The Halfpipe is a unique concept offering the latest in design, décor and, ultimately, a revolutionary cinema experience.

“We’re also having a bit of fun with it - playing on the classic Kiwi cinema past-time of rolling Cadbury Jaffas down the aisles. And the shape of the floor has been designed to replicate a ski or skateboard halfpipe.”
Oversized beanbags have become the latest craze in comfortable home furnishings. Following their success in America, they have a celebrity following, including Hillary Duff, Antonio Sabato Jnr, Jennifer Love-Hewitt, Nikki Hilton and Minnie Driver.
The new cinema complex will also feature 10 mind-blowing cinemas, the largest 35mm cinema screen in the world and 65 per cent more legroom than the average cinema in New Zealand. It opens on March 29.

Ms Trotman says Hoyts is thrilled about the benefits the new complex will bring to Auckland’s cinemagoers.

“Hoyts Sylvia Park signals the long-awaited presence in Auckland of a truly world-class cinema. We’ve broken the mould in terms of standard cinema offerings and Sylvia Park will showcase a range of exciting and innovative features.”

ENDS

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