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THE MEDIA MARCH 2017_DIGITAL

cinema evolution More than just a movie, it’s a cinema experience Cinema has come a long way from the days of drive-ins and it is largely due to innovations of new product offerings. With the rise of video on demand (VOD), now more than ever before, cinemas have to step up their game. MICHAEL BRATT takes a look. SSter-Kinekor and Nu Metro are the two mainstream cinema groups in South Africa and both are constantly introducing new offerings to drive growth of customers. Both groups seem to reflect the same mindset; compelling content delivered on various platforms with added benefits will enhance the consumers’ cinema experience, which will keep them coming back. It is no longer simply just a movie; it is now a complete interactive, immersive, engaging, often-luxurious cinema experience. Chief of marketing and sales for Ster-Kinekor Theatres, Motheo Matsau, explains. “For Ster-Kinekor, it is always about responding to the needs of our customers ‘on their own terms’ … For us to sustain the existing levels of growth in cinema as a category, our focus continually needs to be on how to innovate further around the premiumisation of the entertainment experience by focusing on how to package and promote local content in particular, across multiple platforms. This is where content and experience will have the most significant impact.” Nu Metro has introduced three new products in the last three years including large premium format cinema with 360 degree-sound, Scene Xtreme; the luxury seating and in-cinema dining option, and Scene VIP – inclusive of three all-new, all-VIP cineplexes in Hyde Park, Bedford, and Parkview. The cinema group also introduced to Africa the first ever fully immersive 4DX cinemas, which includes moving seats, scent, spray, fans and strobe lights. “Technologically, we have invested in world-class digital projection and sound,” says Nitesh Matai, management executive for Nu Metro Cinemas. “Apart from our varied cinema experiences, we have installed the first laser projector in Africa at the largest screen in Cape Town, Scene Xtreme at Nu Metro Canal Walk. This is also the only cinema in Cape Town with Dolby Atmos sound.” Ster-Kinekor is also pushing its product innovations, both technologically and in format, with IMAX (both 2D and 3D) making movies come alive to audiences and Cine Prestige, offering luxury, comfort and convenience. Ster-Kinekor also boasts Cinema Nouveau, which gives movie-goers alternative and art-house content, including foreign language films. Both Nu Metro and Ster- Kinekor continuously push specials through their rewards programmes and host themed screenings, including ‘girls’ nights out’. Smaller players It’s not just the big players who have to innovate to keep people coming back for more. The Bioscope, which opened in 2010, is a smaller player which is constantly coming up To page 16 14 | themedia www.wagthedog.co.za


THE MEDIA MARCH 2017_DIGITAL
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