Movie fans visiting Ster-Kinekor cinemas over the holiday season may notice some big changes, as the company continues an ambitious overhaul of several complexes across the country.
From revamped luxury cinemas to colourful children’s theatres and an interactive space offering activities like Nerf battles and rage rooms, Ster-Kinekor says its investment push is aimed at creating ‘a truly exceptional movie-going experience’ at every visit.
Ster-Kinekor chief executive Mark Sardi said the company’s efforts are already paying off.
‘Cinema is alive and well in South Africa, and we know that movie lovers still prefer watching the new release of a blockbuster title on the big screen,’ he stated.
The chain has been refurbishing multiple locations, with Blue Route Mall in Tokai among the latest to benefit.
The site now features a standalone Costa Coffee kiosk, following the success of a similar setup at Ster-Kinekor V&A Waterfront. Staff at the new kiosk have undergone full barista training to maintain the coffee brand’s standards.
While positioned inside the cinema, the kiosk also caters to mall shoppers wanting premium coffee on the go.
Ster-Kinekor has expanded its Kids’ Cinema format to Blue Route, Irene Mall in Tshwane, and The Zone in Rosebank.
The group said this offering gives younger guests ‘their very own special ‘me time’ at the movies,’ while allowing parents to relax nearby.
These theatres are designed specifically for children, featuring activity tables, a dedicated foyer, beanbag seating, chaperone seats at the back, and even a slide and ball pit to make the experience more playful.
According to MyBroadband, the company’s premium ‘business class’ movie option, Cine Prestige, has also been extended.
Two theatres at Fourways Mall reopened earlier this year after full renovations, and two more at The Zone @ Rosebank completed makeovers in November.The upgraded cinemas joined an already popular Prestige screen at the complex.
Adding something completely different to the mix, Ster-Kinekor partnered with Jozi X Adventure Centre to create the SKX-PERIENCE, an interactive entertainment zone at The Zone.
Here, visitors can take part in:
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Gel Blaster battles
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A Nerf Zone
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Archery Tag
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Axe throwing
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A Splatter Room
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A Rage Room
The group described the concept as ‘an explosion of experiences to keep people of all ages entertained for hours,’ creating a safe environment for family outings, school excursions and birthday celebrations.
Even as Ster-Kinekor upgrades its cinemas, the group says affordability remains important. The company’s monthly Throwback Cinema screenings, priced at R50 per ticket, continue to draw strong turnout.
‘Audiences both young and old are appreciating the opportunity to watch these classic films again…on the big screen,’ it said.
The chain’s ‘Epic Deal’ promotion also offers value by bundling 2D or 3D movies with a drink and popcorn for R149.90 from Monday to Friday. Discovery Vitality and Edgars Club members continue to receive additional loyalty benefits.
Sardi added that Ster-Kinekor is exploring new locations as part of its long-term strategy: ‘The story connects with you like no other format can… watching a film in a cinema will always offer something deeper, a connection, scale and a memory.’
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Picture: Ster-Kinekor/Instagram
