What could account for the high cost of the cinema experience

With the success of the opening weekend for Fast and the Furious 7, South Africa has now broken two box office records in the first four months of this year. But with this, comes a whole new heap of service challenges, according to Ster Kinekor Marketing Executive Doug Place.

After a number of listeners called in to complain about the expensive price of tickets and snacks at the cinema, Place says the cinema has seen an explosion in 2015 and that the South African cinema audience is growing. He says with such growth comes obstacles.

Ster Kinekor are very well aware of the issues including some of the very disappointing service experience and standards which have let customers down and let us down as a business. And that's indefensible.

Alternatives to cinema-going

According to Place, the experience of cinema-going is fundamentally different and incomparable to an at-home movie-viewing experience. And although there may be cheaper and more convenient ways to see films, he says the alternatives aren't better than what Ster Kinekor offers.

Place says that customers must remember that cinemas provide a global product and that, in comparison with the rest of the world, South Africa has the cheapest movie ticket fee.

Efforts by Ster Kinekor to reduce cinema expenses

Place says that Ster Kinekor's partnerships with Discovery Vitality and Edcon, to create customer loyalty programmes, help discount their ticket prices. He also mentioned their movie club card which offers customers half price tickets on Tuesdays.

Listen to the full conversation on Breakfast with Kieno Kammies:


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