Movie-lovers have always been spoilt for choice about which film to watch. Now, with the opening of its two luxurious Cine Prestige cinemas, Ster-Kinekor’s flagship site at Gateway in Durban can proudly boast the widest range of how a film is watched. No other cinema site has the choice of three state-of-the-art cinema formats that includes IMAX®, Dolby Atmos® and the latest addition, Cine Prestige, in one complex.
Launching the “Choose Your Thrill” campaign, Ster-Kinekor Gateway now offers its audiences the most extensive choice of cinema viewing experiences in the southern hemisphere. This was revealed at the launch of the two new Cine Prestige theatres in Gateway today (27 March).
Ensuring that audiences continue to experience ‘Great Moments at their Greatest’ with Ster-Kinekor, visitors to the upgraded and fully digital Gateway complex can enjoy the cinema chain’s ultra-luxurious cinema experience. This, in addition to the other wonderful cinema viewing options that include IMAX®, IMAX® in 3D and Dolby Atmos®.
Says Darren Hampton, brand manager of Ster-Kinekor Theatres: “With a variety of different cinema experiences on offer under one roof, plus the art-house Cinema Nouveau downstairs, our cinema complex at Gateway has certainly earned its stripes as our flagship site. Having launched the revolutionary sound experience of Dolby Atmos® in 2012 and the immersive cinematic experiences of IMAX® and IMAX® in 3D late last year, the opening of the two Cine Prestige 3D theatres adds the luxurious option to the ‘Choose Your Thrill’ offering.”
All the other cinemas at Gateway also offer upgraded projection formats that include 3D HFR (high frame rate), 2D HFR as well as Digital 2D and 3D. There is no other cinema multiplex in the southern hemisphere that gives its cinema audiences such an array of viewing options.
“As Ster-Kinekor, we are focused on continually improving our audiences’ big screen experience – the element of surprise, the choice of titles and how these are viewed, launching new sites to reach more audiences and upgraded digital technologies that continue to enhance the cinema experience. We also deliver a best-in-class online booking facility.
“Personal communication with our customers is vital to our business and we make use of a variety of social media platforms to reach them, including the website, Facebook and Twitter, MXIT, the popular SK App and the SK Club loyalty programme. We do all of this to ensure that our audiences keep coming back to enjoy more great moments and, launching Cine Prestige is the next exciting evolution in our journey,” states Hampton.
This is the company’s fourth investment in the luxurious Cine Prestige format, following the successful installations of one such cinema at The Zone in Rosebank, and two each at the new Ster-Kinekor complexes at Cradlestone Mall, west of Johannesburg and The Grove in Pretoria East. This upgraded cinema format epitomises film-viewing heaven and pure luxury rolled into one. Audiences relax in large, comfortable chairs in an exclusive cinema environment, while watching the latest blockbusters on the big screen.
Each of the Cine Prestige cinemas has 39 seats, made up of a mix of single and double leather recliner chairs that ooze lavish comfort, with snack trays neatly fitted into them, for the perfect date-night. Adding to the experience is an exclusive VIP lounge where delicious platters of food can be ordered and enjoyed inside the cinema, and where queuing is a thing of the past.
“We are very proud of this exciting upgrade at Gateway, as we continue to bring the very best in cinema entertainment to our audiences across the country. Our role is to entice the consumer to watch a film as it was made to be seen – on the big screen. With the viewing choices now available at Gateway, ‘Choose Your Thrill’ takes this cinema proposition to the next level.
“We want movie-lovers to enjoy great moments with every movie experience. Our investment into new cinemas such as Cine Prestige at our flagship site, is further evidence of our commitment to deliver on this promise. With the latest blockbusters releasing each week and the widest choice of state-of-the-art cinemas in which to watch them, we are confident that audiences who enjoy a ‘great moment’ at Gateway will certainly be back for more,” concludes Hampton.