Marketing Movies To Township Audiences

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Unconventional methods of marketing are being used in South Africa to attract audiences into the world of cinema. Television screens playing movies can be found almost everywhere including downtown Johannesburg, taxis and taxi ranks.

Melanie Prinsloo, founder of the socially conscious research and knowledge hub, Infusion, says that taxis and taxi ranks work well in terms of advertising but they are a bit overcrowded which detracts from their effectiveness. Infusion has conducted door-to-door lifestyle surveys for the past two years in various South African townships, which provide insight into this market.

Driki van Zyl, general manager of strategic marketing and content at Nu Metro Entertainment, comments that marketing movies within townships is a work in progress. “Theatrical releases have only just begun in townships and this is a very exciting opportunity within the heavily segmented South African market’.

Ster-Kinekor Theatres executive marketing manager Michelle Roodt says that they will encourage accessible movie experiences through their theatre in Maponya Mall based in Soweto. She states that they will never compromise on product quality or service and will continue to erect luxurious cinemas. Ster-Kinekor’s marketing avenues for the Soweto area include viral or SMS campaigns, street pole advertising, taxi advertising, car-wash advertising, radio and community newspaper drives, township schools movie awareness, movie premiers and screenings and loyalty club card offerings which cater for different consumer needs.

See full report in January issue of Screen Africa

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