IMAX Expands Australian Footprint with Hoyts Cinema Deal
Event summary
- IMAX and Hoyts Cinemas have agreed to add ten new IMAX with Laser locations across Australia and New Zealand, bringing the total to fourteen.
- The deal follows a previous agreement in 2025 for four new IMAX cinemas, nearly doubling IMAX’s footprint in Australia.
- Australia is currently IMAX’s ninth-largest market globally, generating AUD $18.6 million in box office revenue in 2025.
- Filmed For IMAX titles, such as 'Project Hail Mary,' have seen strong performance in Australia, ranking among the top 10 IMAX titles ever.
The big picture
IMAX's aggressive expansion in Australia, fueled by strong demand and a successful partnership with Hoyts, signals a broader trend of premium cinema experiences competing with at-home entertainment options. The AUD $18.6 million box office in 2025 demonstrates the willingness of Australian consumers to pay for a superior cinematic offering. This deal underscores IMAX’s strategic focus on high-growth markets and its commitment to expanding its global footprint.
What we're watching
- Market Saturation
- The rapid expansion of IMAX locations in Australia raises questions about potential market saturation and the sustainability of growth rates.
- Filmed Content
- The continued success of IMAX will be heavily reliant on the availability of ‘Filmed For IMAX’ content, as demonstrated by the performance of titles like 'Project Hail Mary'.
- Competition
- The success of this partnership will depend on IMAX and Hoyts’ ability to differentiate their premium experience from other cinema chains and streaming services.
Related topics