The cinema chain Hoyts is undergoing a significant transformation driven by technology, aiming to enhance the movie-going experience for customers. Founded nearly 120 years ago and headquartered in Sydney, Hoyts has a rich history of adapting to changing customer expectations and technological advancements. Under the leadership of Chief Technology Officer Adam Wrightson, the company has focused on creating a seamless digital journey for movie-goers.
Wrightson, who has spent over three decades at Hoyts, has witnessed a multitude of changes, particularly during the shift from analog film to digital projection. Recently, the stakes have risen as the entire movie experience becomes increasingly reliant on advanced technology. “I’ve been very privileged over my entire career at Hoyts, and now we’re reinventing our entire digital journeys and workflows for our customers,” he stated. This strategic shift recognizes that digital is the new battleground for competition in the cinema industry.
Hoyts has invested significantly in upgrading its cinemas, introducing features such as reclining seats to improve customer comfort. With these enhancements, Wrightson emphasized that any digital updates must meet high expectations, ensuring a flawless experience from planning to viewing. “We want to be best in class,” he added. This ambition has led to a complete rearchitecture of the company’s digital infrastructure, aiming for improved performance, scalability, and reliability.
To navigate the fast-evolving landscape, Wrightson encourages his team to embrace experimentation. “What I’ve learned over many years in highly technical environments is that looking at all the reasons why you can’t do something kills finding a way to make it happen,” he explained. By promoting a culture of innovation and resilience, the team is empowered to deliver solutions that drive progress, even in the face of technical challenges.
Customer engagement is now predominantly through mobile devices, with over 80% of Hoyts’ customers using their phones to interact with the brand. This shift has led to a mobile-first approach in streamlining the user journey. Wrightson highlighted the surge in demand when the Australian public collectively decides to go to the movies, noting how this creates pressure on their digital platforms. “They just expect it to work,” he said, underscoring the importance of reliability and performance in their digital channels.
One significant change in Hoyts’ digital strategy was the decision to migrate their online gift stores to the e-commerce platform Shopify. This move provided not only enhanced reliability and scalability but also integrated promotional functionalities that were previously unavailable. As a result, Hoyts can now sell gift cards through various social channels, broadening their market reach.
Wrightson attributes the company’s low turnover rate and successful culture to the collaborative environment fostered within the technology department. He emphasized the importance of surrounding oneself with skilled individuals who are given the autonomy to excel. “This is what breeds great outcomes and a great culture for success. It’s all built around trust,” he remarked.
Additionally, effective communication with other executives is crucial for implementing major changes. Wrightson collaborates closely with the director of marketing, who oversees content and corporate sales, to align on the overall digital strategy. The support of the CEO has also been pivotal, as he pushes the agenda for enhancing the digital customer experience. “He’s been the one to challenge and drive the agenda on that digital strategy,” said Wrightson, recognizing the importance of leadership buy-in.
Looking ahead, Hoyts is focused on leveraging artificial intelligence to further enhance the customer experience. With numerous practical applications emerging, the company aims to simplify the process of finding and enjoying films. “We’ve got some very interesting stuff in the pipeline all centered around how to make that customer journey better,” Wrightson noted.
As Hoyts continues to evolve, its commitment to delivering a premium digital experience remains a top priority. The focus on innovation and customer engagement positions the cinema chain as a leader in the competitive landscape of the entertainment industry.
