Pedestrian goes to the movies: Acquires Open Air Cinemas

• Openair Cinemas will operate independently within the existing company structure

Nine-owned youth publisher Pedestrian Group has announced its acquisition of American Express Openair Cinemas, formerly owned by Fairfax Events.

Known for bringing hot-ticket films to more than 100,000 cutsomers in 10 iconic locations across Australia and New Zealand over spring and summer, Openair Cinemas will operate independently within the existing company structure, with support from Pedestrian Group’s Partnerships and Studio teams to bring both branded and white-label ideas to life.

The team, led by head of Openair Cinemas events John Amrhein, will make their home the Pedestrian Group HQ in Sydney’s Surry Hills, effective immediately.

Pedestrian Group CEO Matt Rowley said American Express Openair Cinemas’ integration is the right next step in Pedestrian Group’s growth story.

“American Express Openair Cinemas is the perfect fit for the Pedestrian Group, where we’re all about unbridled creativity. From bringing our brands and our clients’ brands to life via the big screen, to innovative pop-up activations and fully themed festivals in multiple cities, the possibilities are insane.”

John Amrhein added: “With its impressive portfolio of youth-focused properties and a core demographic that mirrors our own, there’s no better home for American Express Openair Cinemas than Pedestrian Group. Our events are all about bringing people (and, sometimes, their pets!) together for an experience like no other and the sites do that in their own way, too. We can’t wait to work with the wider team.”

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