Ster-Kinekor Theatres is a wholly-owned subsidiary of the Primedia Group and is acknowledged as one of the jewels in the group’s crown, particularly in financial terms, with attendances increasing annually despite the recessionary environment – attesting to the belief that going to the movies is a perfect way to escape the pressure of everyday life, even if just for a few hours. To most South Africans, the word “movies” is synonymous with the name “Ster-Kinekor”; the biggest movie exhibitor by far (more than double the size of its nearest competitor), Ster-Kinekor owns some 60 – 65% of the market, boasting some 54 movie complexes in South Africa (more than 400 screens and 63 000 seats) with 58 state-of-the-art 3D cinemas, giving Ster-Kinekor the largest 3D footprint in the country, as well as 4 complexes in neighbouring countries.
Its unique, upmarket dedicated ‘art house” movie chain, Cinema Nouveau, currently offers 5 complexes around the country and has recently entered into partnership with premium beer brand. Grolsch – an ideal union of two maverick brands that both represent the best in their lines. Other strategic partnerships driving Ster-Kinekor in its market are those with Discovery Health and Edgars Club – through which their members can access reduced price move tickets and various other benefits. Ster-Kinekor’s Movie Club CRM programme has over 1,5 million members.