SCREEN AFRICA EXCLUSIVE: Over the next few months, Ster-Kinekor is
expanding on Cine Prestige, its current offering of luxurious and technologically
advanced cinema experiences.
The first Cine Prestige was launched in April 2012 at The Zone in Rosebank,
Johannesburg, shortly after cinemas in Australia, the UK and the USA, following a
similar formula, started to emerge.
In November and December 2013, Ster-Kinekor introduced two more Cine Prestige theatres at Cradlestone Mall in Mogale City in Johannesburg.
Comments Bradley Knowles, General Manager of Marketing for Ster-Kinekor,
“From a technological point of view, Cine Prestige gives viewers the best cinema
experience possible. With a three-way sound system and 7.1 surround sound,
and a fully digitised 2k projection system with 3D capabilities, Cine Prestige is
the ultimate way to enjoy social escapism. Here, audiences truly get to
experience great moments at their greatest.’
Largely because of the knock-on effect Cine Prestige at The Zone has had on the
other nine screens at the complex, The Zone has become one of the top five
most popular cinema destinations for Ster-Kinekor. Due to consistently high
occupancy rates at Cine Prestige, and the resulting increase in revenue, Ster-
Kinekor has decided to expand the format and two more cinema complexes now
stand to benefit from this successful venture.
From February, two Cine Prestige formats will be available at The Grove Mall in Pretoria East, from mid-March, Durban audiences can enjoy Cine Prestige at Gateway Shopping Centre, Ster-Kinekor’s most successful cinema complex in South Africa, and in April Cine Prestige launches its largest, yet still intimate, format in Sandton City in Johannesburg.
Says Knowles, “We show more than 50 films a year at Cine Prestige with
movies rotating on a weekly basis; usually the “biggest’ film of the week is
chosen to screen there. However, with the benefit of digital cinema, it is possible
to feature, for example, a children’s movie early in the day, followed by a film for
a more mature audience in the evening.
“I like to refer to Cine Prestige as “film agnostic’ as it doesn’t matter which movie
we show, audiences go and watch as it’s very much about the immersive,
exclusive experience that they are able to enjoy,’ concludes Knowles.
Report by Martie Bester
