Social Media Exercise: Hoyts Cinema

Hoyts and social media – what do you do when someone names and shames publicly issues with your company, like this Twitter discussion I initiated about Hoyts Cinemas? An exercise for social media students and practitioners – what do you do when someone goes on a Twant (Twitter rant)? Use the diagram covered inĀ  8 ways to deal with negative comments as background. (for my classes and anyone else who wants to play).


Work in pairs or groups and figure out a strategy. If they are my tweets, no name. If others, their twitter name is in brackets.


Dear #Hoyts, why does your website not sent me “forgotten password”? Why can’t I type in my email address instead of username?

Dear #Hoyts why is the default turned to ON to publish to Facebook WALL the minute I join?

Dear #Hoyts why are there TWO loyalty programs? Just a way to take another 10 bucks off me?

Dear #Hoyts why is it when I click on a “Source Code (Purchase Tickets) you take me to a list of movies instead of a purchase screen?

Dear #Hoyts given that you FORCE me (“required”) to hand over my postcode, why not give me a default cinema option?

Dear #Hoyts why do you charge me MORE for an online booking that costs you LESS, than a box office purchase with REAL people hired?

Dear #Hoyts why are ADS wall size yet a little bitty unreadable schedule screen. SOU, HARR, & LIMI means nothing to me.

100x more space given to ads than a decent Now Showing screen

DIARY OF A…? what? Social Media Consultant? DINNER FOR… 2? 4? DOGS??

Dear #Hoyts, why am I even tweeting to you? You’re not here where your customers are. Doubt your agency even monitors for you.


@sportzprofessor my dearest wish, at the moment is that #Hoyts goes the same way as Borders, Angus & Robertson etc. #bankrupt

Ex- Staff:

@SilkCharm @sportzprofessor As a former #Hoyts employee I am surprised they are still in business given the way they operate.

Influncer and the Retweet

Dear #Hoyts – What @MiaFreedman said: and then make me QUEUE in the line to collect my tix even though I bought them online! #eventcinemas

The smart arse? šŸ˜›

(from @JohnLacey) Queen of #FirstWorldProblems RT @SilkCharm: Dear #Hoyts -[…] make me QUEUE in line to collect my tix even though I bought them online!

The Protector

(from @NathanRodger) @SilkCharm @MiaFreedman Umm #Hoyts or #eventcinemas? In my experience w/Event Cinemas I’ve printed at home &/or used iPhone for them to scan

The discussion

(from @carapring) #Event Cinemas too! RT @SilkCharm: Dear #Hoyts why do you charge me MORE for an online booking that costs you LESS than a box office purch..

(from @sportzprofessor) @SilkCharm Clearly you seem to be having issues with #Hoyts!! LOL

(from @BrandIdeas) @SilkCharm Loving your dear #hoyts thoughts- every one a gem

(from @soboler) @SilkCharm Is somebody looking for some more consulting work? (LP: I’ve never found publicly flaming a potential client to be a particularly effective sales strategy šŸ˜›)

(from @rhyshillman) @SilkCharm I really hope they listen! you’ve nailed everything their annoying system has wrong with it in a very public way #muchrespect

I chose Hoyts for this exercise cos I believed and had experienced every word (the rant came first, post second). What do you surmise? How would you handle this as an attack against YOUR company, products or services?

Laurel Papworth

Named by Forbesā„¢ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazineā„¢) and in the Power150 Media bloggers (AdAgeā„¢). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

8 thoughts on “Social Media Exercise: Hoyts Cinema

  1. Your first tweet was sent less than an hour ago and you already write a post, give the company some more time to answer you.

    1. You are confusing social media with “feedback forms”. This post isn’t for Hoyts, it’s for my students and my social network.

      Don’t worry it’s a common error – we blog and tweet for our audience, not for the subject of the discussion. Some online communities even exclude the Business they are discussing “we are talking about you, not to you”. Expect to see that more often.
      (and I’ve already heard back from them, on one of the issues. )

  2. It’s expected to have good and bad critics in every business. You just have to be realistic and be more aware in peoples points of view.

  3. #socialmedia #reputation #onlineprofile #pr Social Media Exercise: #Hoyts Cinema | @SilkCharm | Laurel Papworth http://bit.ly/iW1Uhw

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