Cinema remains a cornerstone of entertainment for South Africa’s consumer class,ranking among the top interests of financially active adults. The BrandMapp 2024Cinema Audience Report, prepared for Ster-Kinekor, provides an in-depth look at thehabits, demographics, and preferences of South African moviegoers, offering critical insights for brands, marketers, and industry stakeholders.
With 9.1 million South African adults regularly attending cinemas, the report revealsthat moviegoers span all income levels, proving that cinema is an inclusive andpowerful platform for engagement. Notably, 2.8 million ‘Cinema Fans’ those whowatch at least six movies a year stand out as a highly engaged audience segment.These individuals are younger, aspirational, highly educated, and financiallyindependent, making them a prime audience for various industries, from retail to banking and beyond.
The data also highlights a strong synergy between cinema-goers and loyalty programs, with 12% of the consumer class already enrolled in the Ster-Kinekor SK Club. Additionally, the report uncovers key lifestyle trends, showing that cinema fans frequent malls, dine out often, travel regularly, and embrace digital services, making them a valuable target market for brands looking to engage an active consumer base.
Cinema offers clients multiple communication touch points leading to richer and more impactful engagement.
Below you will find the overview and examples of the full cinema opportunity product offering.
Fanta
The team felt that the 60 second television commercial had a great “big movie trailer” feel to it so it was much better suited for the big screen. Since the campaign is aimed at teens between the ages of 13 and 17, cinema was the perfect fit. We know that teens love the movies and many malls are great teen hotspots for sampling activities.
BMW
Cinema is a captive environment which enables us to truly showcase the utter beauty of the BMW brand – exhilarating the viewer with the breath-taking imagery, sound and emotive responses. Cinema in combination with our TV presence has a complimenting factor that proves itself over and over. Timing for us is also important and we tend to follow the peaks and trough of cinema, as well as with new movie releases that we are confident in. BMW is forever seeking avenues whereby the consumer or viewer can be immersed into the vehicle for a moment that encapsulates the heart, mind and spirit
Monash
The reason why we opted to use cinema for Monash was because we deemed it an appropriate medium to talk to the youth market in the higher LSM’s. This campaign specifically, also needed a regional focus so cinema made it possible for us to target specific catchment areas that would be relevant to the university and carry the audiences we were wanting to speak to. Cinema is a high impact and premium medium and was considered as a suitable medium to portray the university’s message.
Cell C
Cinema has always been a difficult channel to include on a media schedule because of its high cost-per-contact and relatively lower reach potential compared to traditional media. However, through a combination of data from TGI and Millward Brown, we were able to prove that we could achieve a 3% greater effect on a media schedule when cinema is included than when it is not. In addition, when we isolated the media, we found that cinema added a 4% incremental reach gain to the buy against our primary demo. So, although cinema may not always be the Star of the show on a media schedule, we see it as a fitting Oscar contender for Supporting Actor.
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