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Hoyts were the original operator of the multi-screen cinema at the Bluewater shopping mall in the UK, having been signed up by Bluewater developer Lend Lease Corporation (also an Australian firm). Hoyts also operated the 'Gallery' upmarket subsection to the Bluewater cinema. A couple of years later, Hoyts decided to exit the UK market to concentrate on their operations in Australia and New Zealand, as the Bluewater site was their only UK operation, making the operation uneconomical. Showcase Cinemas, an established UK cinema operator, took over operation of the Bluewater cinema, though retained much of the fabric, layout and design that had been introduced by Hoyts, including The Gallery. (Showcase also operate the Cinema de Lux brand of upmarket cinema but as of 2009 have not introduced this branding to the Gallery at Bluewater).