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March, 2024

Lexus drives into luxury cinema with Gold Class partnership

Automotive brand, Lexus, has partnered with Event Cinemas and Village Cinemas as the presenting partner of Gold Class, delivery a luxury experience to cinema audiences.

The ‘Gold Class presented by Lexus’ partnerships involves extensive integration across consumer touchpoints, with Lexus featuring prominently across Electronic Direct Mail (EDM) platforms, digital platforms, on-screen promotions, in-foyer displays, and premium placement during the pre-show across both Event Cinemas and Village Cinemas.

Lexus will also present Gold Class opening night screenings at select locations for specific films. Attendees of these exclusive screenings will receive a complimentary Lexus popcorn upon arrival. The partnership is set to run until November 2024.

Lexus Australia Chief Executive, John Pappas, said: “Lexus is a leader in creating amazing experiences. Together with Gold Class we can bring a touch of personal luxury to cinema lovers. This collaboration brings together the refinement of the Lexus brand and indulgence of Gold Class sophistication.”

EVT Head of Media and Sponsorships, Clare Whiteman, said the partnership blended luxury automotive excellence with premium cinematic indulgence. “Lexus is a celebration of elegance, innovation, and our joint commitment to delivering unparalleled customer experiences. Come down to Event Cinemas to immerse yourself in the luxury and sophistication that both Gold Class and Lexus embody.”

Village Entertainment General Manager of Marketing & Sales, Stacey Kwijas, said: “Village Cinemas first introduced Gold Class in 1997 at our Crown location as a ‘world-first’, making it the first premium cinema concept of its kind. Flash-forward to today, and we can see the Gold Class brand is stronger than ever with audiences craving a touch of luxury at the cinema. Within this foundation, we are thrilled to weave Lexus into the fabric of Gold Class, ultimately pioneering innovation and endless possibilities across the big screen.”

Val Morgan Director of Strategy and Marketing, Paul MacGregor, said: “As one of the most sought-after experiences by affluent hard-to-reach audiences, Gold Class offers an exclusive and immersive environment, aligning with Lexus’ commitment to creating exceptional and engaging moments for their customers. This cross-platform partnership truly elevates the Gold Class experience and we’re thrilled to bring this seamless integration to life across Event Cinemas and Village Cinemas for Lexus.”