Ster-Kinekor has packed the theatres with, what they call, Bleeding Edge technology. Unfortunately the movie I saw, Bad Bosses 2 , did not show off this technology in the least. I feel Ster-Kinekor should have selected some sort of epic or 3D movie to really highlight the features — Interstellar comes to mind.
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What is Africa's youth hearing about Africa? Africa's digital media disruptors 'punching above their weight'. Where your backstory is a front page story. Ster-Kinekor slashes movie prices with affordable cinema launch. CEO, Ferdi Gazendam, expects cinema attendance to increase from A more exclusive, 'Ster-Kinekor Classic', "First Class" option will be created at seven existing sites in upmarket centres nationwide - retaining the current R35 ticket price.
And the changeover all happens this Friday, 18 March , with Ster-Kinekor expecting a box office record as a result of the dramatic change in strategy - just in time for the long weekend and Easter holidays. The solution was to open up new strategic avenues to access new markets. There has been no attendance growth in 18 months. To come up with sustainable growth, we needed to go beyond the traditional marketing strategies.
Testing Where Ster-Kinekor did testing with a R10 ticket option at loss-making and marginal cinema sites: Sterland, Pretoria; Carlton, Johannesburg; The Wheel, Durban; Southgate, Johannesburg; Kenilworth, Cape Town; and Chatsworth, Durban, success was instant, turning the cinema sites into profitable sites - as well as reviving some of the businesses around the cinema sites in or near the declining "inner city" malls.
The strategy was therefore premiered this week to split Ster-Kinekor into two different offerings, based on price and value, reforming the cinema group into two rebranded chains - without changing current value offerings, such as movie club and Vitality benefits which also benefit from the lower pricing structure - but dramatically reducing prices at the majority of the group's cinemas; and introducing exclusive new options at the remaining seven sites - without changing the current price of R35 a ticket there.
Announcing the blockbuster new business strategy for Ster-Kinekor Films, at a press conference, Wednesday, Gazendam explained: "This is great news for movie fans. It makes movie-going very affordable for everyone and it also allows consumers to choose the kind of cinema experience they want - value or luxury. We have changed nothing about the fundamental experience - efficient service, good quality sound on big screens with comfortable seating.
Ster-Kinekor Junction will still show the latest movies as they are released on circuit, with the number of shows being increased to six daily. Full movie club benefits will remain, including half-price Tuesdays now only R7!
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