18.09.08

U2 in 3D in Africa

AUTHOR: Inavate

Ster-Kinekor Theatres, the market leader in filmed entertainment in South Africa, Zambia, Namibia and Zimbabwe, recently converted three screening rooms in its large portfolio to 2k digital.

Part of the Primedia Group, the company’s circuit contains more than 400 screens in 55 theatres, giving them a 66% market share. In the last year alone they have added 60 screens to their portfolio, with more promised in the next 12 months.

Ster-Kinekor’s CEO, Fiaz Mahomed, says that the company’s decision to take a leading position in the market is already paying dividends. When digital 2D and 3D releases of the epic fantasy adventure Beowulf became available, box office increased ninefold, while similar attendance increases were registered when Ster-Kinekor screened U2 and Hannah Montana in 3D.

“Our current thinking is that the digital rollout will be linked to 3D, while the Virtual Print Fee (VPF) model is addressed.” They will then focus on the 2D platform.

Headquartered in Sandton, Johannesburg, Ster-Kinekor auditioned the Christie CP2000 against two competitive brands, preferring the simplicity, quality of picture and reliability, backed by the reassurance of local support; this followed meetings with Christie representatives at ShoWest in Las Vegas and Cinema Expo in Amsterdam.