Ster-Kinekor, despite initial plans to close nine cinemas and reduce its workforce by two-thirds, has instead shut down only two theaters and trimmed fewer than 60 jobs.
CEO Mark Sardi remains optimistic about the future, exploring alternative uses for screens and sound systems such as gaming and music concerts.
According to Business Day, Ster-Kinekor plans to diversify its use of screens over the next year to boost profits, looking beyond conventional movie screenings to activities such as gaming and coding.
“An example, where kids can learn to code Monday through Thursday, they can play the Rolls-Royce version of PS5 [on the big screen] and watch other kids compete against one another in that environment,” CEO Mark Sardi said.
Considering the success of the Taylor Swift Eras Tour (music concert) screenings, Ster-Kinekor is considering using its screens for more music concerts locally, while also seeing potential for cinema firms and streamers to coexist symbiotically despite competition for sales.
Last month, the cinema group introduced Throwback Cinema titles at selected cinemas, offering tickets for R50.
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