The three independent cinecentre complexes housed under the banner of the Avalon Group will be represented by Popcorn Cinema Advertising as from 1 March.
This follows Popcorn’s signing of Nu Metro’s new cinemas at Amanzimtoti’s Galleria in KwaZulu-Natal and Emperor’s Palace in Gauteng’s East Rand.
Co-founded in 1939, the Avalon Group is South Africa’s largest and oldest independent cinema exhibition and entertainment company, now in its 71st year of operation. The three independent cinecentre are Midlands Mall, Lenasia Mall and Mall at Reds in Pretoria.
Says Popcorn’s GM Karen Bailey: “These cinemas add an additional 20 screens to our portfolio, bringing our total screen representation to 282, which equates to approximately 40% of the market. According to January 2010 – December 2009 attendances, Midlands Mall falls into the Top 20 complexes in South Africa.
“We’re proud to be associated with Avalon and our award winning sales team is excited about this recent acquisition.’
