Ster-Kinekor Theatres is a wholly-owned subsidiary of the Primedia Group and is acknowledged as one of the jewels in the group's crown, particularly in financial terms, with attendances increasing annually despite the recessionary environment - attesting to the belief that going to the movies is a perfect way to escape the pressures of daily life, even if just for a few hours.
To most South Africans, the word "movies" is synonymous with the name "Ster-Kinekor"; the biggest movie exhibitor by far (more than double the size of its nearest competitor), Ster-Kinekor owns some 60-65% of the market, boasting some 54 movie complexes in South Africa (more than 400 screens and 63 000 seats) with 58 state-of-the-art 3D cinemas, giving Ster-Kinekor the largest 3D footprint in this territory, as well as 4 complexes in neighbouring territories.
Its unique, upmarket dedicated "arthouse" movie chain, Cinema Nouveau, currently offers 5 complexes around the country with 34 screens, 15 digital cinema houses with over 3580 seats.
Strategic Partnerships driving Ster-Kinekor's supremacy in its market are those with Discovery Health and Edgars Club - through which their members can access reduced price movie tickets and various other benefits. Ster-Kinekor's Movie Club Rewards programme has over 1,5 million members.