Mable, an online platform for disability and aged care support, has extended its partnership with Val Morgan Cinema through EssenceMediacom, to continue sponsoring HOYTS Sensory Screenings until July 2024. Mable first became Australia's inaugural sensory screening partner in July last year, sponsoring screenings across the country.

HOYTS Sensory Screenings are sensory-friendly cinema experiences designed to provide a comfortable and enjoyable experience for individuals with sensory needs. The lights are dimmed, and the volume is softened during these sessions. HOYTS Sensory Screenings run on the last Sunday of each month across all HOYTS locations.

"With Mable's business connecting people looking for disability or aged care support with local independent support workers, it is important we are investing in solutions that foster a more inclusive and accessible experience for all. HOYTS Sensory Screenings provide us with an opportunity to reach our audience in a sensory-inclusive environment and we are delighted to be continuing our partnership by sponsoring sessions for all cinema-goers to enjoy," said Pippa Berlocher, CEO of EssenceMediacom.

Mable is an Australian platform where people who require in-home or community care and support can search for and connect directly with independent support workers in their area.

"We've found HOYTS Sensory Screenings to be a strong media channel to talk to our audience in a very relevant environment. More importantly, renewing our sponsorship is a great opportunity for us to keep supporting more inclusive experiences for people with disability in Australia, so more people can live their kind of independence," said Guillaume Papillon, Head of Marketing & Communication at Mable.

Val Morgan Cinema has been providing brands with a unique opportunity to reach consumers through the cinema experience since 1894. HOYTS is one of the world’s leading entertainment companies, with more than 490 screens and over 59,000 seats across the network.

"HOYTS is incredibly proud to partner with Mable for our Sensory Screenings program. Our Sensory Screenings have always been about offering a tailored and inclusive experience for those with sensory needs, and this partnership represents our shared dedication to fostering a more inclusive, understanding, and connected community," said Stephanie Mills, Director of Sales, Marketing and Content at HOYTS.

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands.

"We are always working with our partners to innovate and expand our advertising solutions and HOYTS Sensory Screenings are a prime example of a hyper-targeted opportunity fit for brands like Mable. A partnership like this has effectively zero wastage and maximum attention, which makes it such a valuable opportunity to be part of," said Paul MacGregor, Director of Strategy and Marketing at Val Morgan.