New era in cinema viewing dawns

THE very latest in global cinema technology is being showcased at Ster-Kinekor’s six cinemas at Mall of the North in Polokwane.

Fiaz Mahomed, CEO of Ster-Kinekor, says this is as a result of a major investment by the company to enhance the way South African audiences will watch cinema.

“A new era in cinema viewing is now a reality. Ster-Kinekor is currently completing a massive rollout campaign to revolutionise movie-viewing, by converting all 418 of our cinemas screens to the latest in digital technology by the end of November this year. As such, we are spearheading the advancement of cinema viewing as we upgrade each one of our existing sites,” he says.

“In line with this national evolution, I am pleased to report that the full digital conversion of all six cinemas at one of our most popular sites in the north of the country, Mall of the North in Polokwane, has been completed for the enjoyment of all our loyal movie-goers in this region.”

He also says in addition to the digital upgrade, movie-goers at Mall of the North are in for another treat. Now, audiences can catch their favorite blockbusters in larger-than-life 3D format.

“As part of the digital conversion at this site, we have transformed one of our theaters to accommodate 3D projection,” states Mahomed.

“3D is now an integral part of the cinema offering. It is what movie-goers expect and what they demand. Now our customers at Mall of the North can enjoy this incredible movie experience too.”

With the latest technological advancements, the entire cinema viewing experience is undergoing a profound change.

The picture quality is heightened while the state-of-the-art surround sound greatly enhances the overall viewing experience, as each cinema now comes standard with the very latest projection and audio equipment.

Upgrading the cinemas brings with it yet another bonus for movie-lovers.

According to Mahomed, this technology does a number of things: it delivers an image that’s crisper, sharper and more realistic.

It also ensures realistic sound clarity. When sound and vision combine with this new technology, the experience for the audience is truly astonishing. It’s a feast for the eye, ear and imagination that simply cannot be rivaled by any other film screening technology.

“When you see a movie using digital technology, you see that movie the way its creators intended you to see it. It is an exciting evolution in cinema in South Africa, and I am excited to be a part of the dedicated and professional team that is making it happen,” 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 Theaters.