‘Just me and the machines’

Technology has been deployed to lure people off their couches and revitalise SA’S declining cinema industry

Young moviegoers will be hardpressed to remember a time when tickets were bought from a person behind the counter. Many would be horrified to learn that not much more than a decade ago, it was impossible to pre-book or buy a ticket online for collection at the cinema.

The movie theatre has become a place of constant and quick change, led by digital technology.

As one mother mused in a Facebook post, the machines are taking over.

“I’m feeling quite undecided about this whole doit-yourself [approach] . . . Apart from having to start over three times because my trembling, clumsy, technophobic fingers, accompanied by my panicky, increased heart rate, held on to the touch screen buttons for too long and I ended up with six combos, 12 Cokes and 24 packs of Astros,”

Cath Alexander wrote.

“But it was actually like the futuristic movies on Netflix. All pristine and clean and quiet with nobody in sight. Nobody to calm me down and reassure me and show me how it’s done. No face-to-face hellos and how are yous? It was just me and the machines.”

Ster-kinekor and Nu Metro have invested heavily into their technology at a time when the industry is under pressure from TV and streaming services.

Ster-kinekor introduced hi-tech self-service terminals in 2014.

CEO Wanda Matandela says customers can select, process and pay for their movie and snacks by using the terminal and collect the order at the concessionary counter.

He says customers are becoming more sophisticated and innovation is non-negotiable for cinemas, which are fighting for their share of the wallet in a competitive entertainment space.

“The key is innovation around the cinema experience. The success of platforms such as IMAX goes a long way to illustrating the impact of technology on the overall film experience,” Matandela says.

Bronwen Auret, marketing executive of Nu Metro Cinemas, says most of the new developments have been driven by changing consumer needs.

“It’s not only about showcasing films with the latest technology, but to also give moviegoers a fully inclusive experience of superb quality, to see movies as the filmmakers intended — all delivered in an environment which can’t be duplicated via any form of home entertainment-system,” says Auret.

Apart from immersive new cinema formats, Auret says New Metro’s theatres have been revamped. They have new sound and screen technology, as well as furnishings and seating.

Nu Metro is the first and only cinema chain in Africa to introduce 4DX to moviegoers. The first 4DX cinema opened at Nu Metro V&A Waterfront in December 2015, with the record-breaking Star Wars: The Force Awakens as the first 4DX movie screened in SA.

“It’s a multisensory experience,” says Auret. “Environmental effects — including moving seats, wind, water, scents and lighting — are synchronised with the action onscreen. We showcase the top blockbusters in this format.”

It would be easy to assume that technology would have a negative effect on employment levels. But Nu Metro says that has not been the case. Auret points to increased