Cine Prestige expands in SA

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Cine Prestige expands in SA --

Mon, 27 Jan 2014 09:24

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SCREEN AFRICA EXCLUSIVE: Over the next few months, Ster-Kinekor is expanding on Cine Prestige, its current offering of luxurious and technologically advanced cinema experiences.

The first Cine Prestige was launched in April 2012 at The Zone in Rosebank, Johannesburg, shortly after cinemas in Australia, the UK and the USA, following a similar formula, started to emerge.

In November and December 2013, Ster-Kinekor introduced two more Cine Prestige theatres at Cradlestone Mall in Mogale City in Johannesburg and an additional two at The Grove Mall in Pretoria East.

Comments Bradley Knowles, General Manager of Marketing for Ster-Kinekor, From a technological point of view, Cine Prestige gives viewers the best cinema experience possible. With a three-way sound system and 7.1 surround sound, and a fully digitised 2k projection system with 3D capabilities, Cine Prestige is the ultimate way to enjoy social escapism. Here, audiences truly get to experience great moments at their greatest.

Largely because of the knock-on effect Cine Prestige at The Zone has had on the other nine screens at the complex, The Zone has become one of the top five most popular cinema destinations for Ster-Kinekor. Due to consistently high occupancy rates at Cine Prestige, and the resulting increase in revenue, Ster- Kinekor has decided to expand the format and two more cinema complexes now stand to benefit from this successful venture.

From mid-March, Durban audiences can enjoy Cine Prestige at Gateway Shopping Centre, Ster-Kinekor s most successful cinema complex in South Africa, and in April Cine Prestige launches its largest, yet still intimate, format in Sandton City in Johannesburg.

Says Knowles, We show more than 300 films a year at Cine Prestige with movies rotating on a weekly basis; usually the biggest film of the week is chosen to screen there. However, with the benefit of digital cinema, it is possible to feature, for example, a children s movie early in the day, followed by a film for a more mature audience in the evening.

I like to refer to Cine Prestige as film agnostic as it doesn t matter which movie we show, audiences go and watch as it s very much about the immersive, exclusive experience that they are able to enjoy, concludes Knowles.

Report by Martie Bester

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