Amplify Live and HOYTS announce partnership to host fan events across cinema locations

Amplify Live's Thomas Maynard and Alex Reid have signed a strategic partnership with HOYTS, to bring the world’s biggest online content creators to Australia.

The quarterly events will take place within current HOYTS cinema locations, placing local fans up close and personal with their favourite YouTube sensations.

Amplify Live was originally founded in response to young Australians’ aspirations to meet their favourite online creators in a live experience.

Originally focusing on 2000+ seat national arena shows, the ever-changing media landscape has driven a shift from the company, looking at ways they can create a more intimate, one-on-one setting for fans.

Explaining the partnership, Corporate Solutions General Manager, Scott Russell advised “our objective at HOYTS is to provide the best entertainment solutions possible, so we’re excited to partner with Amplify Live, who are committed to providing the same experience.

“The cinema offers the perfect space for fans to get up close and personal to their favourite talent, and the partnership is an example of our Experience More brand promise to innovate, create and challenge the normal cinema going experience.”

With more and more content creators gaining international followings, the market has continued to grow exponentially over the last 24 months, with an increasing demand for a more personal experience.

To enable this cinemas will be modified to include a stage installed at the front of the cinema with a relay video link displaying the content on the big screen.

Outlining the demand, Alex Reid of The Traction Agency advised "the most requested feature of an Amplify show is the meet and greet, so when we looked at how we could do Amplify better we saw this need to build the show around the one-to-one connection the meet and greet gives fans. We want to provide that up close and personal experience.”

Thomas Maynard of Marquee Studios added "Amplify Live provides an opportunity for brands and advertisers to connect authentically with the Gen-Z audience in their language."

The new Amplify Live experience will see quarterly shows around Australia in line with school holiday periods, providing teens with even more entertainment options within the cinema space.

The first tour begins at the start of August, with Tana Mongeau, Christine Sydelk, and Emma Chamberlain, bringing a combined social media following of over 10 million. Hosted by Australian YouTube sensation Alright Hey, fans will come face-to-face with the talent as they give us an insight on their online lives.

Amplify Live is the number one youth media brand in Australia for Gen-Z. Bringing Live Experiences since 2015 with some of the world’s biggest and in demand creators.

Since opening the doors of their first cinema in 1909, HOYTS has gone on to become one the world’s leading entertainment companies – with over 430 screens, and 65,000 seats, across the network. Today, they’re the largest single-brand movie exhibitor in Australia and New Zealand.

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Image: Tana Mongeau, Christine Sydelko, and Emma Chamberlain will appear at the inaugural Amplify Live event. 

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