Just received the following email as I'm a Hoyts member (which expired a week ago).
Had a look on their website and it seems to be live and valid for everyone.
Can't find any other link to it on their site though, so just uploading my email with my name crossed out :)
Not sure if valid in any other states, but guess they are trying to compete with the vast amounts of online services we now have.
EDIT: Had a look at the other states on their website, seems like it's an SA only thing. So yay for us I guess!
No idea why they didn't do this earlier to match Reading.