Well, this is clever. Today The Brave’s new campaign for Hoyts cinemas gives Australians a humorous experience of watching movies on their phones. It’s a reminder of the powers of film to captivate and trigger emotions, that’s missed when audiences don’t watch on cinema screens. The campaign introduces Hoyts’ new brand platform, See The Big Picture. The campaign has launched on Hoyts’ own channels with four videos, directed by MOFA’s Nick Kelly, that only show a portion of the action, captured on the small screens on which they are being viewed.

Stephanie Mills, director of sales, marketing and content at Hoyts commented, “People have access to a huge amount of content on different sized screens but nothing compares to the experience of seeing a movie on the big screen at the cinema. Sitting distracted in front of your TV, behind a tiny phone screen, or a laptop just doesn’t compare to seeing a new release in a cinema. See the Big Picture reminds people of the magic of the movies; an escape from reality that provides emotional experiences that you just can’t get at home.”

Jade Manning, creative partner, Today the Brave, added “We felt this was our opportunity to showcase the impact of the big screen which Australians continue to prove is the number one entertainment experience.”

Vince Osmond, creative partner, Today the Brave, stated, “It’s always great having a clear problem to run at; how do you communicate the magic of the big screen, on screens that are significantly smaller? These cinema-sized ads run directly at the issue, turning the media challenge into a massive opportunity.”

The campaign follows a significant investment by Hoyts in its theatres, including award-winning D-BOX Motion Recliners installed in fourteen additional locations across Australia, as well as huge Xtremescreens, extra-comfy recliner seating, and Hoyts Lux in-cinema dining.