Cinema attendance surges on back of strong content
The recent surge in cinema attendances, on the back of strong content, has seen average weekly cinema attendances more than double over the past four weeks
According to Eric Blignaut, National Sales Manager at Ster-Kinekor, these numbers were driven largely by three top-performing titles: Bad Boys: Ride or Die, Inside Out 2 and Despicable Me 4, which together have also raked in over R60 million at the box office, to date.
“It is satisfying to see a big shift in audience numbers, thanks to a selection of great content that’s appealing to different audience profiles. For our advertisers, it’s further validation of their investment in the channel,” comments Blignaut.
“We all know cinema audiences have fewer distractions and are thus far more engaged with the content unfolding on the screen. Lumen’s Centre of Attention study translates what this means for our advertisers: they now have an audience that’s paying more attention to their message on the big screen than on any other video platform. And this is particularly true for longer format ads! So, for marketers tracking ‘completed views’ in an effort to engage with their customer more cost effectively, advertising in cinema is the optimum channel to deliver exactly that.”
With a slate of excellent titles being released over the second half of this year and into 2025, SK Sales is confident that this positive attendance trend will continue well into the new year. “What is exciting is the wide variety of films in different genres set for release on circuit, ensuring there really is something to appeal to everyone across our diverse audience profile,” says Blignaut.
Opening in cinemas over the next few weeks, movie lovers can look forward to Twisters, Long Legs, Fly Me to the Moon, It Ends with Us, and the much-anticipated Deadpool & Wolverine.
“It's all about Beetlejuice in September, with the sequel to ‘Joker’, Joker: Folie À Deux, which sees Joaquin Phoenix reprising his role as the Joker, and Lady Gaga joining the cast as his love interest, releasing in October. As we head towards the year end and holidays, audiences will be spoilt for choice with titles including Gladiator 2, Wicked Part 1, and Disney’s Moana 2 and Mufasa: The Lion King, both of which will make for great family viewing.
“All this choice adds to the power of cinema advertising. Many advertisers have been with us for years and understand how the medium delivers on their brands’ objectives. But what is also encouraging is that we are attracting new advertisers and first-time brands onto our screens, which we believe is reaffirming cinema’s trajectory to recovery,” states Blignaut.
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Issued on behalf of: Ster-Kinekor Theatres / SK Sales
Issued by: aHead PR
Contact: Janet de Kretser
E-mail: [email protected]
Cell: +27 (0)83 973 3531
About Ster-Kinekor Theatres
Ster-Kinekor Theatres is the largest movie exhibitor on the African continent. To most South Africans, the word ‘movies’ is synonymous with the name ‘Ster-Kinekor’. The company operates 41 commercial cinema complexes in South Africa, with six international sites based in Namibia, Zambia and Zimbabwe. The cinema chain’s sites house 329 large-scale screens, with 45 946 seats and the largest 3D footprint featuring 123 state-of-the-art 3D screens in South Africa (Commercial, 3D, IMAX and Cine Prestige). The company operates in 6 cinema complexes with 33 screens and 4 055 seats in Africa.
As the industry leader, Ster-Kinekor has pioneered cinema concepts such as Cinema Nouveau, a dedicated art-house multiplex cinema, and the luxurious Cine Prestige theatres, the first ‘business class’ cinema experience in South Africa. It boasts a cinema that is fitted with the advanced Dolby Atmos sound system (at Gateway in Durban); and has headed the return of the IMAX® Experience, with nine IMAX® Theatres across the country. Ster-Kinekor has expanded its cinema innovation to launch the first Kids’ cinema complete with slides and bean bag seating (currently 6 screens) as well as D-BOX which brings movie experiences to life with motion seats.
As one of South Africa’s most loved brands, it is Ster-Kinekor’s ongoing mission to become synonymous with the unrivalled magic of the cinema experience, by providing ‘Great Moments at Their Greatest’. During 2013, the company embarked on a massive roll-out project to convert and equip every cinema with the very latest in digital projection and sound technology. The result of this upgrade is that every cinema now boasts state-of-the-art cinema technology that encompasses 2K and 4K digital projection and 5.1 and 7.1 surround sound systems.
The SK Club loyalty programme rewards members with redeemable points when they swipe their card when buying movie tickets or catering, as well as half-price tickets on Tuesdays. Combined with industry leading loyalty programmes from Edgars Club and Discovery Vitality, these give Ster-Kinekor a strong consumer value proposition and competitive advantage. Ster-Kinekor have extended their loyalty offering to include the first subscription model in South Africa, SK Subscription Club offers members a limited or unlimited amount of movies per month at a set cost whilst also enjoying the benefits of SK Club.
As the market leader, Ster-Kinekor aims to spearhead the advancement of cinema across both South Africa and the rest of Africa, to ensure that consumers continue to experience movies as they were made to be seen – on the big screen.
See more at: www.sterkinekor.com
