Ster-Kinekor Theatres is a wholly-owned business and is the largest movie exhibitor on the African continent. To most South Africans, the word ‘movies’ is synonymous with the name ‘Ster-Kinekor’. The company operates 52 commercial cinema complexes in South Africa, with seven international sites based in Namibia, Zambia and Zimbabwe. The cinema chain’s sites house more than 424 large-scale screens, over 60 994 seats and the largest 3D footprint featuring more than 154 state-of-the-art 3D screens across the country (Commercial, 3D, IMAX and Cine Prestige) with 137 in South Africa. In Africa, the company operates in 5 cinema complexes with 26 screens and 3607 seats. As the industry leader, Ster-Kinekor has pioneered cinema concepts such as Cinema Nouveau, one of the world’s largest dedicated art-house multiplex circuits, and the luxurious Cine Prestige theatres, the first ‘business class’ cinema experience in South Africa. It boasts the only cinema on the continent that is fitted with the advanced Dolby Atmos sound system (at Gateway in Durban); and has headed the return of the IMAX® Experience, with the opening of seven IMAX® Theatres across the country. As one of South Africa’s most loved brands, it is Ster-Kinekor’s ongoing mission to become synonymous with the unrivalled magic of the cinema experience, by providing ‘Great Moments at Their Greatest’. During 2013, the company embarked on a massive roll-out project to convert and equip every cinema with the very latest in digital projection and sound technology. The result of this upgrade is that every cinema now boasts state-of-the-art cinema technology that encompasses 2K and 4K digital projection and 5.1 and 7.1 surround sound systems. The SK Club loyalty programme rewards members with redeemable points when they swipe their card when buying movie tickets or catering, as well as half price tickets on Tuesdays. Combined with industry-leading loyalty programmes from Edgars Club and Discovery Vitality.