IMAX is Believing is the global tagline for The IMAX Experience, which didn’t disappoint at the launch of South Africa’s first IMAX 3D theatre on Thursday 7 November.
More than 370 guests attended the launch of the new IMAX theatre at Ster-Kinekor Gateway.
Watching the preview of the much-anticipated Marvel sequel, Thor: The Dark World, in larger-than-life IMAX 3D, the audience agreed unanimously that, “you have to see it to believe it.”
The opening of the impressive new theatre is the next progressive step in the Ster-Kinekor journey, as it continues to bring its audiences great moments at their greatest. The IMAX Experience is the world’s most immersive cinematic experience, allowing audiences to enjoy the biggest blockbusters as never seen before. The cutting-edge projection system, which delivers crystal-clear images, coupled with IMAX’s customised theatre design and powerful digital sound system, creates a unique environment that will make audiences feel as if they are in the movie.
“We are confident that the time for IMAX is now. We see its return as a wonderful opportunity for Ster-Kinekor to continue to deliver on its promise to bring the unrivalled power of the cinema experience to our audiences,” said Fiaz Mahomed, chief executive officer of Ster-Kinekor Theatres.
“The powerful IMAX film slate will enable us to offer a wide selection of the world’s latest blockbuster titles from Hollywood and Bollywood, which is what our audiences expect to see on the massive IMAX screen. Bollywood films, in particular, continue to be an important focus market for us, particularly here in the greater Durban region,” commented Mahomed.
Representing IMAX at the Gateway opening was Giovanni Dolci, vice-president of theatre development for Europe, Middle East and Africa at IMAX Corporation, who stated: “We are delighted to welcome Ster-Kinekor to the IMAX business and believe our partnership will not only raise our visibility in South Africa, but will also set the stage for further mutual growth opportunities in the region.”
“Our agreement with South Africa’s number-one exhibitor at the country’s number-one cinema complex represents the ideal scenario under which to establish IMAX’s first commercial multiplex entry into the country. I would like to wish Ster-Kinekor much success with this new venture, and we look forward to expanding our theatre network in South Africa,” Dolci said.
“Our role is to entice the consumer to watch a film as it was made to be seen – on the big screen. The IMAX Experience will take this viewing proposition to the next level. With more than 25 full-length feature films expected for release in IMAX® during 2014, and the remainder of this year featuring big titles including Hunger Games: Catching Fire, Ender’s Game and The Hobbit: The Desolation of Smaug, we are looking forward to what we believe is going to be a really big year for Ster-Kinekor,” Mahomed said.
Thor sequel is action-packed and humorous
DISTRIBUTED by Disney, Marvel’s Thor: The Dark World continues the big-screen adventures of Thor, the Mighty Avenger, as he battles to save earth and the nine realms from a shadowy enemy that pre-dates the universe itself.
Following on the worldwide phenomena of Marvel’s Thor and Marvel’s The Avengers, Thor fights to restore order across the cosmos but, an ancient race, led by the vengeful Malekith, returns to plunge the universe back into darkness.
The film sees the return of actor Chris Hemsworth as Thor, who plays alongside other big Hollywood stars including Natalie Portman, Tom Hiddleston, Anthony Hopkins and Idris Elba (who is receiving rave reviews for his portrayal of Madiba in Mandela: Long Walk to Freedom that releases on 28 November).
With the IMAX Eperience you aren’t just watching a movie, you feel part of it.
Other IMAX offerings this year
ON 22 November, the second title in the immensely popular Hunger Games trilogy: Hunger Games: Catching Fire, releases at IMAX, with an exclusive sneak midnight screening at a minute past midnight on the morning of Thursday 21 November.
This is followed by the release of Ender’s Game on 6 December, while the eagerly awaited The Hobbit sequel, The Hobbit: The Desolation of Smaug, launches on 13 December, to round-up the IMAX releases for this calendar year.
Visit www.sterkinekor.com to find out about other exciting offerings and promotions. Also follow @SKTheatres on Twitter or on Facebook at Ster-Kinekor Theatres.
You can also download the Ster-Kinekor app on any Nokia, Samsung Android, iPhone or BlackBerry handset for up-to-date information and to make bookings.
