With the surge into the digital sphere, comes the blurred line between the ‘real’ experience and the ‘digital’ experience, as well as the definite overlap between the two. There is the illusion that a brand’s presence is all reliant on digital these days and that is sometimes given too much importance, as after all we are still humans interacting on this ‘unseen’ platform. Therefore the integrity of smell, sound, touch, sight and all things human are still integral facets to any experience. So when it comes to the all to familiar old school experience of going to the movies, the core focus relies not solely on the movie but also the company you take, selecting your seat number and row, the snack invasion, the excitement when the lights dim down, the previews of shows coming soon, and all the “shhhh’s” for silence so that everyone settles down as the movie begins. Then there are those that have transcended from this traditional experience to the somewhat cost savvy home theatre systems, and all that can be seen is the messy trail of a once popular outing; in retrospect there are some hardcore cinema fanatics that have held onto the movie excursion and have witnessed the evolution of the cinema experience, which I find can never quite be mimicked at home.
The cinema experience has presented an immersion into a digital world that is new and so fascinating that it gives you goose bumps. This experience, the classic cinema experience has completely pulled a back to the future spin on things. Where once the distinction between the viewer and the movie was evident, now the distinction isn’t as pronounced, which leaves the experience at a heightened level, due to the advancement in the digital technologies it is possible for the viewer to be transported into the movie. This spectacle of sorts describes the opening of Cinema Prestige at Gateway’s Ster-Kinekor Theatres. Yes, there’s still the aroma of fresh popcorn and an array of junk foods to keep your taste buds occupied, but wait there’s more… this seclusion into luxury-dome also has a gourmet menu coupled with the likes of warm beverages and giant muffins that you could jump off, platters of yummy finger foods, which plays hostage to an in-service food option where you place your order prior to entering the 39 seat theatre. The theatre is made up of a mix of single and double leather recliner chairs (heaven for your tooshie and your back will be crying when it’s time to leave) and side tables fitted into your chair for the gourmet foods you can enjoy while watching.
The anticipation surrounding the launch was personally enthralling though I found myself observing the media as not as hyped as I was, I guess launches can be pretty regular when you are used to playing VIP to them. That didn’t stop me from soaking up the energy from the event. Ster-Kinekor Brand Marketing Manager, Darren Hampton summed up the intro to the event by calling it “…the business class of cinema…”
“Launching the “Choose Your Thrill” campaign, Ster-Kinekor Gateway now offers its audiences the most extensive choice of cinema viewing experiences in the southern hemisphere. This was revealed at the launch of the two new Cine Prestige theatres in Gateway on the 27th of March, 2014.No other cinema site has the choice of three state-of-the-art cinema formats that includes IMAX®, Dolby Atmos® and the latest addition, Cine Prestige, in one complex”. Each ‘thrill’ offered by Ster-Kinekor works independently, there isn’t a merger of all the cinema-magic effects in one place therefore you have to choose your cinema path, which makes the traditional cinema outing much more extravagant.
The best part of the experience was when we got to watch Need for Speed 3D, cine prestige style! This was most especially awesome as I got to share it with my mum. To observe her watching her first 3D movie was amazing. It really allowed me to savior the moment and it also transported me to another era of the cinema experience. An era in which everything from the choice of company to the snack invasion to the movie, made the cinema experience full circle. There was an expansion of the entire occurrence where I got to see my mum excited about technology, and let me just say it was a key moment in the evolution of the cinema experience. “We want movie-lovers to enjoy great moments with every movie experience. Our investment into new cinemas such as Cine Prestige at our flagship site, is further evidence of our commitment to deliver on this promise. With the latest blockbusters releasing each week and the widest choice of state-of-the-art cinemas in which to watch them, we are confident that audiences who enjoy a ‘great moment’ at Gateway will certainly be back for more,” Darren Hampton. Well Darren, I have to say mum and I concur! We loved it and if you are looking to share in the evolution of cinema in a very specialized and unique way, big screen recommendation would definitely point to Gateway Ster-Kinekor’s choose your thrill cinema experiences.
As we approach this era of non-traditionalism and the vast loom into technology-dome, it is important to hold onto our humanism and Ster-Kinekor understands that it is the movie lover that is their ultimate core therefore each experience that they develop is done so in the all solace understanding of the human being. “Personal communication with our customers is vital to our business and we make use of a variety of social media platforms to reach them, including the website, Facebook and Twitter, MXIT, the popular SK App and the SK Club loyalty programme. We do all of this to ensure that our audiences keep coming back to enjoy more great moments and, launching Cine Prestige is the next exciting evolution in our journey,” states Hampton. So in the name of evolution, let us cheer to the opening of Cinema Prestige.