South African consumers still captivated by the allure of the big screen

The South African consumer class is not ready to surrender its fondness for the cinema, despite the rise of streaming services and a culture increasingly consumed by the convenience of tiny screens.

A recent study by BrandMapp reveals that movies rank as the third most popular pastime for South Africans with a monthly income of R10,000 or more, trailing only music and travel.

Amid ongoing conversations about the potential decline of cinema, this data uncovers a resilient enthusiasm for the communal experience of watching films on the big screen.

Brandon De Kock, a commentator on consumer behaviours, points out, “We’re bombarded with doom and gloom portending the death of cinema. But don’t be surprised when you arrive at the cinema on a Friday night and find that it is buzzing with life.

” The numbers substantiate his sentiment: 67% of adults in South Africa's consumer class still frequent cinemas, with an impressive 20% categorised as movie fans who attend screenings six or more times a year.

Furthermore, 82% of this demographic participates in loyalty programmes, underscoring a commitment to the cinema experience.

Notably, 12% are members of the Ster-Kinekor Club, while 5% enjoy the benefits of Nu Metro Scene. De Kock confirms this cultural renaissance, stating, “What this means is that 9.1 million consumer class adults go to the movies in South Africa, of whom 4.6 million are regular fans visiting about six times a year.”

The landscape of film consumption has indeed shifted due to the pandemic and the advent of streaming platforms.

However, De Kock insists that there is room for both forms of entertainment, “We can and want to do both. It’s great to have so many more options on our TV screens, but we still love to get up off our couches, go out and enjoy the much more immersive, communal experience and intense entertainment that cinema excels at.” And let’s not forget the appeal of cinema popcorn, a buttery treat that simply cannot be replicated at home.

Mark Sardi, CEO of Ster-Kinekor, echoes De Kock’s observations by emphasising the unique allure of cinema.

“Nothing compares to the magic of the big screen,” he proclaims. “Cinema reminds us why stories matter; it draws us into a world free from everyday distractions.”

In an age of constant digital engagement, Sardi highlights the distinct ability of cinema to create immersive experiences that resonate with audiences, leading to lasting memories.

Despite rising ticket prices, which have sparked conversations on social media and in the press, the BrandMapp data reveals that moviegoers span a wide income spectrum.

De Kock explains, “There is no significant difference between the cinema habits of the mid and top-end consumers.” This broad appeal might stem from enticing promotions offered by Ster-Kinekor, including partnerships with Discovery Vitality and Edgars Club, as well as budget-friendly options like the Monday to Thursday Throwback movie experiences. The findings suggest that South Africans prioritise films in their leisure budgets, even in times of financial strain.

As closures among cinema chains frequently prompt narratives of a declining industry, De Kock draws a parallel with the 1980s assertion that video would kill the radio star.

He notes, “Turns out that didn’t happen. Yes, we did enjoy the novelty of music videos, but decades on, we are still listening to music on the radio.”

He asserts, “It might be convenient to watch a movie on your phone or laptop or TV, but the experience can’t be compared to seeing it in the cinema.” The big screen continues to hold a special place in the hearts of South Africans, reaffirming a collective commitment to the magic of cinema.

BUSINESS REPORT