Ster-Kinekor is converting all of its cinemas to digital technology, and will complete all 438 sites by the end of this year.
The Cinema Nouveau cinemas in Rosebank have become the first converted to the new technology, offering customers a hugely improved experience.
Fiaz Mahomed, CEO of Ster-Kinekor Theatres, comments: “Ster-Kinekor is currently undertaking a massive roll-out campaign to revolutionise movie-viewing, by converting all 438 of our cinemas screens to the latest in digital technology by the end of this year. As such, we are spearheading the advancement of cinema viewing as we upgrade each one of our existing sites.
“In line with this national evolution, I am pleased to report the full digital conversion of all 10 cinemas at one of our most popular sites in Johannesburg, at the Rosebank Mall.
“This is the first Cinema Nouveau site to be converted to digital projection. We are confident that everyone who enjoys the specialist art-house films that are screened at this site, will be impressed with the enhanced picture and sound quality, as a result of the installation of the advanced digital technology.
“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.”
He says the upgrade offers additional benefits for movie-goers.
“We already screen blockbuster releases on the same day as their international release date (such as The Wolverine), and sometimes even before the USA (for example The Avengers in 2012).
“However, the ease of digital projection will give us the opportunity to expand this to medium and more niche film titles, such as are screened at this site. Digital technology has profoundly changed the face of the industry, ensuring that our customers ‘see it best’ and ‘see it first’ on our big screens,” says 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 rivalled 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,” Mahomed says.