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THE MEDIA APRIL 2018

CINEMA South African cinema set for blockbuster year Black Panther smashed records for Nu Metro and Ster-Kinekor during its opening weekend, and has continued to impress. A great start to the year for South African cinema, which looks set to continue with impressive blockbusters scheduled for release in 2018. Michael Bratt explores. For Nu Metro, Epic, and other independent cinemas, audience attendances will build on a solid foundation with Popcorn (the sales arm for these cinema groups) experiencing “stable attendances for the past three years”, says Karen Bailey, managing partner of Popcorn Cinevation. “New cinema complexes opening, refurbished cinema complexes, new cinema formats, and one cinema circuit offering discounted tickets during key holiday periods… all contributed to solid audience numbers,” she explains. Attendances tend to peak during March, April, June, July and December, Bailey says, but key movie releases outside of these months have an influence on audiences, like Black Panther (see more on the next page), which was released on 16 February 2018. Other big blockbusters scheduled for release this year likely to draw big audiences include a new Avengers movie, The Incredibles 2, Deadpool 2, Jurassic World, and a Star Wars spinoff. Proportionally, South African cinema advertising revenue has held relatively firm, says Ryan Williams, CEO of Ster-Kinekor, adding that cinema is one of only two media types with highly accurate audience measurement. Ster-Kinekor has seen repeat business from many big clients. Nu Metro reports “a massive growth in advertising revenue over the last two years”. CEO Nitesh Matai credits the integration of new experiences into their offerings, which bring a different audience, as a driver for advertisers. The cinema group is also able to give advertisers an in-depth profile of clients, leading to more targeted advertising. Customer engagement is another key element of advertising in Nu Metro’s strategy. “Other big bloc kbusters scheduled for release this year likely to draw big audiences include a new Avengers movie, The Incredibles 2, Deadpol 2, Jurasic Worl d, and a Star Wars spinof.” P 34 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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