Now THAT’s a cinema!

Docklands is not only getting some cinemas this month, it is scoring arguably the most sophisticated and luxurious complex in the country.

The eight-cinema Hoyts complex under the Melbourne Star at The District Docklands shopping centre is due to open this month, with a formal launch to take place in the new year.

Hoyts CEO Damian Keogh said his company had taken a long-term decision to invest around $10 million into the Docklands cinemas.

He said Hoyts had not gone into the venture with its eyes closed, and he was aware that the precinct had struggled in the beginning.

“In our own vernacular … we know the area comes with certain aspects in terms of attracting foot traffic all week long,” he said.

But, Mr Keogh said, the sum of all the leisure and entertainment offerings at The District was already showing good growth in patron numbers.

“School holidays and weekends are already performing well,” he said. “The marketing challenge is to get locals and tourists down there during the weekdays too.”

He said he was confident that the complex’s unique offerings would be strong enough to make Docklands a cinematic destination.

“Marketing will be a big part of it too,” he said.

Mr Keogh explained that the common perception of cinemas needed to be put aside when describing the eight auditoriums – including two 300-seat Xstremescreen cinemas.

“We haven’t shirked on making sure the experience is up there with the best in the world,” he said. “Each seat is a powered, leather recliner. We’re using Dolby Atmos throughout and every cinema will feature award-winning RGB laser projection by Christie Digital Systems.”

Mr Keogh said patrons would be treated to bars and cafes, as well as an open-plan “Treat City”.

Mr Keogh said his company had not been actively opening new cinemas over the past decade, with the notable exceptions of Chadstone shopping centre and Christchurch in New Zealand.

He said Hoyts had been in discussions with the District developer AsheMorgan for many years and was confident the complex and the centre would be successful.

He said he hoped the local community would be proud of the quality of the cinema complex.