Cinema chains attracts movie-grs with luxury

Battling to provide a better movie-going experience in the face of more and better home entertainment competition, South African cinemas are upping the lux factor to try and lure moviegoers back to the big screen. by Thinus Ferreira

Ster-Kinekor has now introduced Cine Prestige to Sandton - its premium cinema experience and will continue to roll out this better movie experience countrywide. Meanwhile Nu Metro has its Scene cinema experience, also creating a refined movie environment to try and lure moviegoers away from the big TV sets and comfy couches.

With the luxury touch, Ster-Kinekor and Nu Metro are trying to get South African customers out of their homes and back into the cinema amidst a growing profusion of choices ranging from the DVD rental shop, MultiChoice's DStv BoxOffice service, and the growing popularity of boutique DVD rental shops making it easier for people to decide to rather watch the latest movies at home.

Both Nu Metro and Ster-Kinekor are fighting back in the war over the discretionary spending of movie rands, upping the ante with ultra lux lobbies and lounges recreating tranquil and plush-looking spaces similar to airport lounges and sparing no expense in decking out cinemas in comfy Back to the Future like extras.

These new much more home like cinema experiences are far removed from the days when cinema-goers had to suffer other people's talking, popcorn throwing and gum on the seat. Even queuing is becoming a thing of the past.

Cue digital projectors and crystal clear images, 3D capable cinemas and impressive surround sound speaker systems as well as reclining leather chairs with control buttons as cinemas are employing technology and luxury upgrades to get people back to the movies.

At Cine Prestige in Sandton movie-goers, like something out of Wall-E, can now sink away and ooze in lavish comfort with snack trays as they feed on gourmet platters while watching a movie. The soft recliner chairs even come with a refrigerated cup-holder.

The designer chairs are what make Cine Prestige our premium offering, says Ster-Kinekor. Adding to the experience is an exclusive VIP lounge where delicious platters of food can be ordered and enjoyed inside the cinema and where even queuing is a thing of the past .

Sandton's Cine Prestige is the fifth one in the format in South Africa and Ster-Kinekor says it is committed to further investment in new sites with the upgraded format.

http://www.channel24.co.za

LINK:	http://www.filmcontact.com/africa/south-africa/cinema-chains-attracts-...
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