What Val Morgan Cinema does

Val Morgan Cinema is Australia's largest cinema advertising network, operating since 1894 as a wholly-aligned entity within the HOYTS Group. The company sells on-screen advertising placements, branded experiences, and integrated media solutions across more than 380 cinema locations and 2,200+ screens in Australia, including exclusive representation across HOYTS (its parent), Event Cinemas, and Village Cinemas, as well as the outdoor Moonlight Cinema network (five national locations), the Sydney-based Mov'in Bed experience, premium HOYTS LUX partnerships, and IMAX/APEX/ScreenX premium screens. In July 2025 it expanded internationally via a partnership with New Zealand's Silky Otter Cinemas.

The product portfolio is built on a proprietary measurement and technology stack: CineTAM (ticket-sales and loyalty-data audience measurement, real-time, twice-weekly, launched 2013), CineTAM Plus (behavioral/psychographic research surveying 2,500+ moviegoers per wave), CineTAM Live (integration with Roy Morgan's 250+ audience segments), attentionPLAN (a world-first cinema attention-measurement model developed with Amplified Intelligence), Glasses Free 3D advertising (launched May 2025 with Red Bull), and the Validate sales-intelligence tool (March 2026). The Complex Portal serves exhibitor and partner access. The business sells through quote-based, custom packages — including National Sponsor, Platinum Experience, State, and Themed-week tiers — into enterprise advertisers (Telstra, Google, Subaru, Singapore Airlines, Pepsi Max, Baileys, Driscoll's, Binge, Coles) targeting Youth (P18-39), Family, and New Entertainment Optimizer (NEO) audiences. Go-to-market combines direct enterprise field sales with event-driven packages tied to blockbuster film releases (Wicked, Avengers, Spider-Man, Dune) and annual FilmFronts showcases.

Name

Val Morgan Cinema

Legal name

Val Morgan & Co Pty Ltd

Website

https://valmorgan.com.au

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

101–250 employees

Short description

Val Morgan Cinema is Australia's largest cinema advertising network, selling on-screen ads, branded experiences, and integrated media solutions across 380+ locations and 2,200+ screens at HOYTS, Event, Village, and Silky Otter Cinemas.

Ownership category

akta.pro rank

Product category

Cinema Advertising

NAICS

Media Representatives (54184), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Cinema Advertising & On-screen Media Networks (MPADAKAO)

akta.pro secondary industries

Special Event Screenings & Pop-up Cinemas (MPADAKAE), Cinema Media Planning & Buying (MPAAABAJ)

Keywords

• Cinema advertising
• Screen advertising
• Audience measurement
• Outdoor cinema
• Brand advertising

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Cinema Screen Advertising: Core revenue stream from selling advertising placements in cinema pre-shows across their network of partner cinemas (HOYTS, Event Cinemas, Village Cinemas). Advertisers purchase screen time based on audience measurement data (CineTAM) to reach cinema-goers during the pre-show experience.
2. Branded Experiences & Activations: Revenue from branded experiences including Moonlight Cinema national sponsorships, Mov'in Bed partnerships, HOYTS LUX menu integrations, and on-site sampling activations. Packages include on-screen presence, signage, digital amplification, and experiential marketing.
3. Integrated Advertising Solutions: Customized integrated solutions combining on-screen advertising with digital entry foyer screens, EDMs, social media, website banners, and branded physical activations. Deliver campaign cut-through through multi-touchpoint brand experiences.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Val Morgan Cinema sells on-screen advertising placements, branded experiences, and integrated multi-touchpoint campaigns across Australia's and New Zealand's largest cinema networks, including HOYTS, Event Cinemas, Village Cinemas, Moonlight Cinema, Mov'in Bed, and HOYTS LUX premium locations. The company also operates proprietary audience measurement and research platforms (CineTAM, CineTAM Plus, CineTAM Live) to help advertisers plan and measure cinema campaigns, and offers new-format advertising such as Glasses Free 3D.

Product overview

Val Morgan Cinema is a cinema advertising network operating across Australia and New Zealand since 1894, providing advertisers with access to the biggest screen format for brand building. The company operates two main outdoor cinema brands—Moonlight Cinema (Australia's largest outdoor cinema with five national locations) and Mov'in Bed (Sydney's outdoor bed cinema experience)—alongside traditional indoor cinema advertising. The portfolio also includes Glasses Free 3D advertising technology, HOYTS LUX premium luxury cinema partnerships, and family-focused products like the Family Passport program. Supporting the offering is a suite of proprietary audience measurement platforms: CineTAM (real-time audience measurement), CineTAM Plus (behavioral/psychographic research), and CineTAM Live (advanced segmentation combining Roy Morgan data). The Complex Portal provides exhibitor and partner access to the network.

Differentiator

Problem solved

Functional benefit

Brands

• Moonlight Cinema: Australia's largest outdoor cinema experience operating during summer months
• Mov'in Bed
• Glasses Free 3D
• HOYTS LUX

Products and services

• Cinema Advertising On-screen cinema advertising solutions enabling brands to reach audiences in a captive, high-attention cinema environment with full screen coverage and brand-safe placement across Australia's and New Zealand's largest cinema networks.
• Glasses Free 3D Advanced 3D advertising technology that does not require audiences to wear 3D glasses, offering an enhanced visual advertising experience for brands running cinema campaigns.
• Moonlight Cinema

Quantifiable outcome

• 2.5x ROI versus other media among youth audiences (Kantar Media Reactions 2024)
• +7 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered strategic and core.

• Red BullstrategicGTM or Marketing Partner · 21 May 2026Launch partner for Val Morgan's new Glasses Free 3D advertising solution, the first of its kind in the market for cinema advertising.
• Silky Otter CinemasstrategicChannel Partner/ Reseller/ Distributor · 7 July 2025New partnership expanding Val Morgan's cinema advertising network into New Zealand. Silky Otter Cinemas is a premium cinema chain offering brand advertising opportunities to New Zealand audiences.
• HOYTS GroupcoreChannel Partner/ Reseller/ DistributorHOYTS Group is the parent company and primary cinema network partner for Val Morgan. Val Morgan operates as the advertising division of HOYTS, distributing cinema advertising across HOYTS cinemas nationwide including premium HOYTS LUX locations. The relationship includes access to exhibitor portal (Complex Portal) and integration with HOYTS owned media channels.
• Event CinemascoreChannel Partner/ Reseller/ DistributorEvent Cinemas is a major cinema chain partner enabling Val Morgan to extend advertising reach beyond HOYTS to a national audience across Event's cinema locations.
• Village CinemascoreChannel Partner/ Reseller/ DistributorVillage Cinemas partnership extends Val Morgan's cinema advertising network nationally, providing access to Village's cinema audience for advertisers seeking broad reach.
• Amplified IntelligencestrategicTechnology or IntegrationPartnership to develop world-first attention-based model for cinema. Val Morgan worked with Amplified Intelligence to capture cinema attention data for the attentionPLAN platform, the first measurement of its kind globally. Data collection was conducted in real-life cinema sessions using imperceptible equipment.
• FiftyFive5strategicStrategic or Co-development PartnerResearch partnership to understand what effect AV channels have on delivering brand equity. Two surveys conducted via multi-channel study and in-field pre and post cinema testing study to prove cinema advertising effectiveness for brand fame.
• KantarstrategicStrategic or Co-development PartnerPartnership with Kantar to uncover how cinema performs as part of broader AV media mix in campaign impact and efficiency. Kantar's Media Reactions 2024 study and LIFT+ analysis provide data on cinema's ROI and reach effectiveness among youth audiences.
• Roy MorgancoreTechnology or IntegrationIntegration partner for CineTAM Live, which fuses Val Morgan's CineTAM audience data with Roy Morgan Single Source to unlock deeper understanding of cinema audiences with access to 250 Roy Morgan segments.
• EVENT Hospitality and Entertainment GroupcoreChannel Partner/ Reseller/ DistributorParent group providing operational backing for Moonlight Cinema including pre and post event marketing & PR strategy through paid and owned channels.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National CineMedia: US-based cinema advertising sales network that represents pre-show advertising inventory across major American cinema chains. Directly comparable business model to Val Morgan — sells cinema pre-show advertising on behalf of exhibitors with audience measurement and integrated solutions.
• Screenvision Media: North American cinema advertising network operating pre-show advertising and cinema-lobby media networks across theatre chains. Closest structural analog to Val Morgan in terms of selling cinema screen advertising as a representative/sales house.
• Pearl & Dean: UK and Ireland cinema advertising sales house operating across major exhibitors including Cineworld and Odeon. Same core model — selling cinema screen advertising on behalf of exhibitors — making it a direct international peer.
• oOh!media: Australia's largest out-of-home advertising company, competing for the same advertising budgets across formats including roadside, transit, airport, and place-based media. Closest Australian competitor for advertising spend and a natural alternative/companion channel for advertisers building cinema-inclusive media plans.

Broad incumbents

• JCDecaux: Global leader in out-of-home advertising with operations across more than 80 countries, including significant presence in Australia and New Zealand. Competes for outdoor and place-based advertising budgets and serves as a broader incumbent in the channels adjacent to cinema.
• Clear Channel Outdoor: One of the world's largest out-of-home advertising companies operating billboards, street furniture, transit, and airport media globally. Competes for the same advertiser dollars and operates at significantly larger scale.
• Outfront Media: Major US-based out-of-home advertising company with portfolios in transit, billboards, and place-based media. Comparable in addressing advertisers seeking high-attention, brand-safe environments as an alternative or complement to cinema advertising.
• Seven West Media: Major Australian media company operating broadcast television (Channel 7), digital, and print assets. Competes for advertising budgets across traditional and digital channels and could partner with or compete against cinema for cross-platform video ad spend.
• Nine Entertainment: Australian media conglomerate spanning free-to-air television (Channel 9), digital publishing (Nine Digital), and live events. A broad incumbent that competes for video advertising budgets and increasingly cross-platform video investments in Australia.

Emerging players

• Talon Outdoor: Independent out-of-home media agency that plans and buys outdoor advertising across formats globally. Provides competing planning and measurement expertise for advertisers deciding between cinema and other outdoor channels, increasingly including cinema ad inventory in omnichannel plans.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/val-morgan

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Val Morgan Cinema