The movie cinema experience has been a cherished form of entertainment for decades, not just globally but also in South Africa. From the heyday of grand theaters to the modern multiplexes, cinemas have long provided a communal space for South Africans to enjoy films.
However, the landscape of the film industry and consumer preferences are changing rapidly. The future of movie cinemas in South Africa is bound to look different from what we know today, influenced by several trends and challenges.
Evolution of South African Cinemas: Competing in the Age of Streaming
In an era where streaming services have become dominant, South African cinema companies are shifting their strategies to remain competitive. With the rise of a video streaming platform like Netflix and Showmax, many consumers now prefer the convenience of watching films from home.
However, cinema chains like Nu Metro and Ster-Kinekor are proving that the theater experience still has a unique place in the entertainment landscape by offering more than just movies. These companies are embracing alternative content, enhancing the cinematic experience, and capitalizing on blockbuster successes to attract audiences back to the big screen.
Adapting to Changing Audience Demands: Rise of Alternative Content
As streaming services gain popularity, it is becoming clear that cinemas must evolve to remain relevant. Traditional movie releases alone are no longer enough to draw large audiences regularly. To stay competitive, both Nu Metro and Ster-Kinekor have recognized the importance of offering alternative content.
According to Melanie Williams, Nu Metro’s head of marketing, the future of the movie theater industry depends on both the content being offered and the overall experience provided to consumers.
She highlighted the importance of alternative programming, such as live concerts, theater performances, comedy shows, and live-streamed international music events. This shift towards non-traditional content has proven to be a winning strategy, allowing cinemas to diversify their offerings and generate additional revenue streams.
For instance, Nu Metro has embraced the screening of concert films and live music performances, bringing global entertainment experiences to local audiences. By offering these alternative forms of entertainment, cinemas can appeal to a wider range of customers, many of whom may not be drawn to traditional film releases.
Ster-Kinekor, similarly, has experimented with screening special events like the 4D reimagined Talking Heads concert film, Stop Making Sense in IMAX, which became a sold-out hit.
These kinds of experiences can’t be easily replicated at home, giving South African cinemas a competitive edge in a streaming-dominated world.
Post-Pandemic Recovery and Resilience
The COVID-19 pandemic dealt a significant blow to cinemas worldwide, and South Africa was no exception. With lockdowns, social distancing, and a shift to home entertainment, cinemas experienced a sharp decline in attendance. However, as the country recovers, there are clear signs of resurgence. The demand for shared cultural experiences remains strong, and movie theaters are uniquely positioned to capitalize on this.
Moving forward, cinemas will need to continue adapting to health concerns by implementing safety measures such as better ventilation, contactless ticketing, and cleaner facilities. While these are immediate adjustments, they also pave the way for more sophisticated innovations that enhance the viewing experience.
Technology: Immersive and Interactive Cinematic Experiences
Technological advancements are set to revolutionize the movie-watching experience. In South Africa, we can expect to see:
4DX and Immersive Cinemas
Some theaters in the country already offer 4DX, a technology that includes motion seats and environmental effects such as wind and water to immerse viewers in the action. In the future, more theaters may adopt similar technologies or expand with VR (Virtual Reality) and AR (Augmented Reality) experiences that offer interactive and multisensory films.
IMAX and Advanced Projection Systems
While IMAX screens have been in South Africa for years, the advancement of laser projection and sound technology means that cinema experiences will become even more visually and aurally impressive. These technologies could help draw back audiences looking for premium viewing experiences.
Holographic Projections and Live VR Events
Imagine being able to watch a live-streamed VR concert, a holographic film, or even engaging in a live Q&A with a director in real-time from a cinema seat. These kinds of immersive experiences are likely to become more common, enhancing the “event cinema” offering.
Diversification of Offerings
Cinemas in South Africa will likely diversify their offerings to attract more audiences. Given the rise of streaming platforms and home theaters, cinema operators are exploring alternative ways to remain relevant:
Alternative Content
Beyond traditional films, South African cinemas could start hosting live sports events, concerts, opera performances, and e-sports tournaments on the big screen. This diversification ensures a steady flow of audiences beyond just film-goers.
Exclusive Releases
With streaming services producing more films, South African cinemas might need to negotiate exclusive releases or premiere windows for certain local or international films. Special events, like film festivals, local premieres, and director talks, will draw cinephiles and loyal audiences into theaters for unique experiences.
Focus on Local Productions: South African cinema has seen a resurgence in local films, from historical dramas to contemporary stories that resonate with the country’s diverse audience. As demand for locally relevant content grows, cinemas can become vital hubs for premiering and promoting South African-made films, supporting the growth of the local film industry.
Cineplexes as Entertainment Hubs
The traditional cinema is evolving into an all-encompassing entertainment experience. We may see more cineplexes integrated with restaurants, VR gaming centers, lounges, and even art galleries. These multi-purpose spaces will cater to diverse audiences, providing not just a film-viewing experience but a social destination for people to spend several hours.
For example, we are already seeing cinemas paired with arcade zones, bowling alleys, and high-end dining options in urban areas like Johannesburg, Durban, and Cape Town. This trend is expected to grow, particularly in new developments where entertainment complexes are designed to cater to lifestyle preferences.
Streaming Partnerships and Hybrid Models
The rise of streaming services like Netflix, Showmax, and Disney+ has dramatically changed how South Africans consume media. However, instead of seeing this shift as a threat, many cinema chains globally are looking at ways to partner with streaming services.
In the future, cinemas may strike deals with streaming platforms to showcase their exclusive films for limited-time runs or host special events tied to streaming content. Hybrid models, where films are simultaneously released in cinemas and on demand, could allow for a collaborative ecosystem where audiences can choose how they want to experience a movie.
Green Cinemas and Sustainability Initiatives
Environmental sustainability is becoming an increasingly important topic in business, and cinemas are no exception. A shift towards greener practices may mark the future of South African movie theaters. This could include energy-efficient buildings, reduced waste (through recycling programs and digital ticketing), and eco-friendly concession packaging. Sustainable practices will not only reduce the environmental impact of theaters but also appeal to eco-conscious consumers.
Challenges Ahead
While the future holds many exciting possibilities, there are also significant challenges:
Cost of Operation
Running a cinema remains an expensive venture, with high operating costs tied to staff, maintenance, and film licenses. In a time of economic uncertainty, finding sustainable business models will be crucial.
Piracy
Digital piracy remains a major issue, threatening both the box office and streaming revenues. Protecting intellectual property and offering affordable legal options will be critical to maintaining revenue streams for both cinema owners and filmmakers.
Socio-economic Inequality
Not all South Africans have equal access to the luxury of cinema-going. For theaters to remain viable across the country, operators will need to address the affordability of tickets and concessions, especially in economically disadvantaged areas.
Future of South African Cinemas: Embracing Change and Innovation
The future of South African cinemas lies in their ability to adapt to changing consumer preferences and embrace innovation. The rise of alternative content, the enhancement of the cinematic experience through luxury and technology, and the continued appeal of blockbuster films all suggest that cinemas are not only surviving but thriving in this new landscape.
However, challenges remain. The cost of operating cinemas in an uncertain economy, the threat of piracy, and the growing dominance of streaming platforms mean that cinema chains must remain agile and responsive to shifts in the market. Yet, with the right mix of innovation, partnerships, and premium experiences, South African cinemas are poised to remain a key part of the country’s entertainment industry for years to come.
As Melanie Williams put it, the future of the movie theater industry comes down to both the content on offer and the experience provided. By offering unique and alternative content that can’t be found elsewhere, and by continuing to improve the overall cinema-going experience, South African cinemas ensure that they remain an irreplaceable part of the entertainment landscape.
Cinema Experience Will Evolve, Not Disappear
Despite challenges, movie cinemas in South Africa are far from becoming obsolete. They will continue to be an essential part of the entertainment landscape, evolving with technology, consumer preferences, and socio-economic changes. As cinemas diversify their offerings, adopt immersive technologies and partner with digital platforms, the next decade will be a dynamic period of growth and transformation. For South Africans, the allure of the big screen will remain, though the experience will look and feel quite different than it does today.
Author Bio
Gaurav Kanabar serves as the Chief Technologist for Digital Content and Platforms at Luckymatrix. Alongside his role at Luckymatrix, Gaurav is CEO of Alphanso Technology, an India-based software development company developing Eventbrite clone and PHP ticket system open source for helping entrepreneurs, independent artists, and more.