New IMAX a first for South Africa

IMAX returns to South Africa, with Gateway Theatre of Shopping, the most successful cinema complex in the country, being chosen as the first cinema to introduce the new state of the art, 3D cinema in November this year.

Northglen News spoke to Ben Caunter, IMAX Corporation’s theatre marketing director, and Doug Place, Ster-Kinekor marketing executive.

Caunter and Place said Ster-Kinekor has completed an agreement with IMAX Corporation to install an IMAX theatre at its flagship cinema complex, Ster-Kinekor Gateway.

Caunter said the IMAX Experience incorporates ground-breaking, crystal-clear digital projection, cutting-edge sound technology and a larger curved screen spanning from floor-to-ceiling and wall-to-wall, providing movie-goers with the world’s most immersive cinematic experience.

“Internationally, IMAX theatres are currently enjoying renewed success and popularity, and we are confident that our local movie-goers will welcome and support this exciting new development. We will consistently screen Hollywood’s biggest full-length feature films, which is a marked departure from what was previously offered at an IMAX cinema in South Africa, ” said Fiaz Mahomed, chief executive officer of Ster-Kinekor.

Place said the previous IMAX at Gateway was a stand-alone theatre, which filmed only documentries.

“Now, IMAX will be featuring full feature films. Cinema 18 will be changed into an IMAX theatre and Ster Kinekor, Discovery Vitality and Edgars club members will enjoy all the club benefits offered regularly,” Place said.

Construction on the IMAX theatre at Gateway will start this month, with the expected completion date set for the first week of November this year, in time for the much-anticipated international release of Marvel’s latest superhero story, Thor: The Dark World.

The second film to be screened will be the immensely popular Hunger Games trilogy: Hunger Games: Catching Fire. The eagerly awaited title, The Hobbit: The Desolation of Smaug, will round-up the IMAX releases for this calendar year.

“We at IMAX are very excited to show movie-goers what we’re about. The only thing I can say is that you have to try it for yourself,” Caunter concluded.