Ster-Kinekor, under the leadership of CEO Mark Sardi, is poised to innovate its cinema offerings by introducing console gaming and interactive learning experiences, aiming to redefine the entertainment landscape.
Recently, the South African cinema industry has faced significant challenges, including the reduction of 52 positions and the closure of two movie theatre sites in May and June 2024.
Mark stated that the company is exploring alternative revenue streams and operational uses for its cinemas.
“What we have is really big spaces in very attractive malls that are very secure. I think we’ve also got spaces where we can start to do other clever things like e-gaming, and I think you can bring an education element there as well,” he said.
According to Mybroadband, Ster-Kinekor plans to partner with schools, offering a safe environment from Monday to Thursday for activities such as coding.
“If you want to play the Ferarri or Rolls Royce version of the PS5, you can do so in the same venue,” said Mark.
The e-gaming offering could lead to Ster-Kinekor hosting tournaments.
“Believe it or not, people will pay lots of money to watch other people twiddle their thumbs and play these games. So there’s a world where you can create an arena around all that,” Mark said.
After recent layoffs, Ster-Kinekor is reconsidering PlayStation gaming on its large screens as an option.
In April 2024, Ster-Kinekor announced layoffs of 226 employees and the closure of nine cinema locations due to economic challenges, loadshedding, and the Hollywood strikes impacting attendance. The restructuring began with a section 189(3) notice issued on February 13, 2024.
Fortunately, Ster-Kinekor significantly reduced its planned job cuts in June 2024, as Mark announced.
It originally planned to close nine cinema sites, but Mark confirmed in June 2024 that only two locations were affected: Boardwalk in Richard’s Bay and Greenstone Mall.
“Of the remaining sites identified, the company is currently in discussions with landlords and partners to consider different entertainment and education strategies within the cinema space,” he said.
In May 2024, Ster-Kinekor relaunched Throwback Cinema, offering South African moviegoers R50 tickets for classics like Chicago, Notting Hill and Back to the Future 1.
The initiative aimed to boost cinema attendance amid a delay in new releases due to Hollywood actor strikes. Following a successful first run from 17 May to 6 June 2024, Ster-Kinekor extended the offering for another month.
Compiled by Jared Moorgas
First published by Cape Town etc
Also see: Ster-Kinekor announces closure of only 2 cinemas following restructuring process
