Ster-kinekor completes roll out of new era in cinema viewing in record time
Upgraded theatres now offer best in-cinema experience at all sites
Ster-Kinekor Theatres has completed the digital conversion of all its sites around South Africa in what is considered to be record time. The updated global cinema technology has been installed at its more than 400 cinema screens countrywide to give audiences the best possible movie viewing experience.
Says Fiaz Mahomed, CEO of Ster-Kinekor Theatres: “The digital roll-out across our sites is the single largest investment by our company, as we continue in our efforts to innovate the cinema experience to ensure our customers enjoy ‘great moments at their greatest’. The process started in June this year, and we are delighted to announce that the conversion of our final South African cinema in Kimberley was completed this week.
“As far as we are aware, this is the fastest successful digital conversion process for any cinema chain of our size anywhere in the world. Furthermore, we managed to continue running our normal day-to-day operations across all our cinemas during the upgrade, with the minimum of disruption,” states Mahomed.
Another first for Ster-Kinekor was the national release of the latest Marvel blockbuster, Thor: The Dark World only in digital format. It is the first film to enjoy a sole digital release (no 35mm prints) when it opened earlier this month.
With the digital technology, the entire cinema viewing experience has undergone a profound change. The picture quality and clarity of the image is considerably improved while the state-of-the-art surround sound has also been upgraded.
“In fact,” explains Mahomed, “our digital sound ranges from Dolby 5.1 all the way through to the ultimate Dolby Atmos experience. Our digital footprint also includes our new IMAX Experience® at Gateway in Durban, with its cutting-edge projection system that delivers crystal-clear images, coupled with IMAX®’s customized theatre design and powerful digital sound system.
“Upgrading the cinemas brings with it yet another plus for movie-lovers – the screening of more major blockbuster titles from both the Hollywood and Bollywood studios, on the same date as their international release and at more cinema complexes. The ease of digital projection also gives us the opportunity to expand this to medium and more niche film titles. This technology has profoundly changed the face of the industry, ensuring that our customers ‘see it best’ and ‘see it first’ on our big screens in our upgraded cinemas.
“This is an exciting evolution in cinema in South Africa, and I would like to congratulate the dedicated and professional team for making it happen in record time for Ster-Kinekor,” concludes Mahomed.
For more information, visit www.sterkinekor.com. You can also download the Ster-Kinekor app on any Nokia, Samsung Android, iPhone or Blackberry handset for up-to-date information and to make bookings. To find out what other exciting promotions Ster-Kinekor has on offer, follow @SKTheatres on Twitter or on Facebook at Ster-Kinekor Theatres.