Movies will never be the same again
SA’s first crowd-funded, pop-up cinema launched
Dinner and a movie has never been the same. On Thursday evening, iStarring cinemas launched SA’s first crowd-funded, pop-up cinema in Johannesburg.
The sold-out event took place in an inflatable tent and viewers got to see the screening of locally produced film Five Fingers for Marseilles, while lounging in bean bags and with noise-cancelling headphones to block out any popcorn sounds.
But the fun started even before the film was shown, with patrons enjoying the choice of craft beer, cocktails and amakota sold outside.
The concept for the people-owned cinema was developed by entrepreneur Luyanda Jafta, 29, from Brakpan on the East Rand, who showed from a very young age that he was a natural businessman when as an 11-year-old he loaned money he saved to his mother’s friends who would then pay him back with interest at the end of the month.
Through his crowd-funding platform, Paybook, Jafta raised R230 000 in just two months from investors around the country, who contributed at least R150 each for their share in the cinema.
“We think if the crowd owns the cinemas and has a vested interest in their success, we can move the culture,” Jafta said.
“Collectively, the crowd makes 15% of the ticket sales and we pay out royalties every quarter.”
Each screening seated 100 people at a price of R50 per ticket. “We want to make it as accessible and affordable as possible for everyone in the country.”
The total cost to host one pop-up cinema was R360 000 but actually costs the crowd only R180 000 because iStarring’s business partner and investment holders Tsoga Africa, covered the other half.
Tsoga director Pallo Marumo said the company’s involvement was “just to help to kick start the venture”.
“If this can roll out outside the borders of South Africa, which is the plan, then it should still be owned collectively by people and show movies that people want in languages they understand ... both literally and figuratively,” Marumo said.