Ster-Kinekor has completed an agreement with IMAX Corporation to install an IMAX® theatre at Gateway, its flagship cinema complex, in the Gateway Theatre of Shopping in Durban by November this year.
The IMAX Experience® incorporates ground-breaking, crystal-clear digital projection, cutting-edge sound technology and a larger curved screen spanning from floor-to-ceiling and wall-to-wall, providing moviegoers with the world’s most immersive cinematic experience.
Says Fiaz Mahomed, CEO of Ster-Kinekor Theatres: “Our promise to our audiences is to continue bringing them great cinema moments at their greatest. It is difficult to envisage a greater moment than watching a blockbuster movie on a massive screen within the world’s most immersive cinema experience. That is what we as Ster-Kinekor and The IMAX Experience® will give you.”
Mahomed continues: “Internationally, IMAX® theatres are enjoying renewed success and popularity and we are confident that our local moviegoers will welcome and support this exciting new development. We will consistently screen Hollywood’s biggest full-length feature films, which is a marked departure from what was previously offered at an IMAX® cinema in South Africa.
“We are also exploring showing even more than the latest Hollywood films, such as breathtaking IMAX® documentaries and music-based features, when these opportunities present themselves.”
“Today’s agreement represents the ideal scenario under which to mark IMAX®’s first commercial multiplex entry into the country,” says Andrew Cripps, president, IMAX® EMEA.
Cripps adds: “We are delighted to welcome Ster-Kinekor to the IMAX® business and believe our partnership will not only raise our visibility in South Africa, but also set the stage for mutual growth opportunities in the region.”
While the initial conversion to an IMAX theatre will be installed at Gateway, which is the most successful cinema complex in the country, Ster-Kinekor is already considering some of its other sites that could accommodate the larger, floor-to-ceiling and wall-to-wall screen and complex infrastructure that this giant movie format requires.
“We are able to provide the South African movie-going public with the best film titles currently on offer on a global scale, when they are released internationally, and in the most technologically advanced cinema environment. Our role is to convince the consumer to watch a movie as it was meant to be seen, on the big screen. The IMAX Experience® will take this viewing proposition to the next level,” comments Mahomed.
Construction on the IMAX® theatre at Gateway in Durban commences during September. The expected completion date is the first week of November, in time for the much-anticipated international release of Marvel’s latest superhero story, Thor: The Dark World.
After that, the second movie in the Hunger Games trilogy: Hunger Games: Catching Fire, will show. The eagerly awaited title, The Hobbit: The Desolation of Smaug, will round up the IMAX® releases for this calendar year.
“With more than 25 full-length feature films expected to enjoy an IMAX® release during 2014, we are looking forward to what is going to be a very big year for Ster-Kinekor with IMAX®’s immersive format,” concludes Mahomed.
For more information, visit www.sterkinekor.com.