Chery Motor Australia has teamed up with Marvel Studios’ The Fantastic Four: First Steps for a national brand partnership, marking the first full-scale brand takeover of HOYTS Entertainment Quarter (EQ) in Sydney.
The HOYTS EQ will transform into a Chery branded experience on Saturday 26 July, with every cinema, screen, and activation zone integrated into the launch.
More than 1,300 guests will attend two exclusive screenings of Marvel Studios’ The Fantastic Four: First Steps on opening weekend, complete with immersive foyer activations, vehicle showcases, and a giveaway of a new Chery TIGGO 7 Super Hybrid.
The brand takeover spotlights Chery’s fantastic four new TIGGO hybrid SUVs – the TIGGO 7, TIGGO 8, TIGGO 9 and TIGGO 4 Hybrid. The TIGGO 4 Hybrid, the first electric variant of Australia’s most awarded compact SUV range, will also be on display.
“This is the first time any brand has taken over HOYTS EQ in this way, and it’s the perfect setting to introduce Australian families to our new TIGGO Super hybrid SUV line-up,” said Lucas Harris, Chief Operating Officer, Chery Australia.
“Cinema is an incredibly powerful platform, and this collaboration allows us to make a big, bold statement about the future of Chery in Australia.”
Julia Willing, Group Partnership Director, Val Morgan, said: “We’re thrilled to be working with Chery to bring this movie IP collaboration to life — delivering a multi-event and comprehensive media campaign to connect with families and fans across Val Morgan’s cinema, outdoor and digital network.
“It’s a brilliant example of how Val Morgan can deliver integrated brand storytelling across our three unique channels with cohesion, creativity, and scale.”
This collaboration marks a key milestone in Chery’s Australian growth strategy, combining cinematic storytelling and large-scale brand integration to support the arrival of its next-generation hybrid vehicles.
In addition to the Sydney launch, Chery-hosted screenings will take place in Melbourne, Brisbane, Adelaide and Perth.