Nu Metro has partnered with some of South Africa’s leading companies to offer discounted movie tickets and expand its presence nationwide.
During a recent media event, the cinema chain shared its vision for the future of the South African film industry and its strategies to stay relevant.
A key initiative is Nu Metro’s partnership with major brands, including Absa Rewards, Nedbank, Momentum, Santam, African Bank, Vodacom, and Clientèle. These collaborations enable moviegoers to access discounts on tickets and snacks, with many offering a remarkable 50% off.
This means that for South Africans taking advantage of these promotions, enjoying a movie trip is now more affordable than in 2019, as highlighted by the company.
Looking ahead, new cinema locations are set to open, including a specialised cinematic experience for younger audiences planned for launch in 2026.
Rising ticket prices significantly drive many South Africans away from the cinema. With the increased living costs and salaries not keeping up with inflation, numerous households have had to tighten their discretionary spending.
The impact of these partnerships on Nu Metro’s performance has been significant, with the company currently operating at 80% of its 2019 levels.
As South Africa’s second-largest cinema operator, trailing behind Ster-Kinekor, which boasts 57 commercial cinema complexes, Nu Metro aims to boost its market share from 38% to 52%. This goal will be advanced by opening new cinemas in locations such as Cavendish, Tyger Valley, Mimosa, and Riverside, slated for 2025 and 2026.
Notably, some of these new cinemas will occupy former Ster-Kinekor locations, a decision made as Ster-Kinekor’s leases expire, allowing Nu Metro to take over.
By the end of 2025, Nu Metro plans to operate 20 cinemas with 172 screens across South Africa, with additional projects underway in Zambia and Mozambique.
The movie industry has faced significant challenges recently, including the COVID-19 pandemic in 2020 and the 2023 writers’ strike. Additionally, many South Africans have shifted towards streaming services like Netflix and Showmax, which offer affordable and flexible viewing options, making it harder for cinemas such as Nu Metro and Ster-Kinekor to draw audiences back.
Both cinema giants have adopted different strategies to entice viewers. Ster-Kinekor has started to offer classic films for streaming at a low price of R50, while Nu Metro has focused on enriching its unique cinematic experiences with five different options.
First among these is the “XTREME” experience, showcasing floor-to-ceiling, wall-to-wall Premium Large Format screens – some of the largest in South Africa. Moviegoers can enjoy 4K Ultra HD digital projection paired with Dolby Atmos sound across eight cinemas nationwide.
For those seeking a more upscale experience, Nu Metro’s VIP cinema offers patrons the opportunity to order from a curated à la carte menu created by Chef David Molopyane. The cinema features reclining leather seats and a licensed bar.
Alternatively, customers can visit one of Nu Metro’s six specially designed 4DX cinemas, where motion seats and environmental effects, such as wind, water spray, air blasts, fog, and lightning, enhance the on-screen action. Unique signature effects further include shaking, rumbling, and floating seat movements.
The company also caters to younger audiences with its Kidz cinema experience, featuring bright decor, a ball pit, colourful seating for small children, and soft house lights.
Nu Metro is ramping up its event offerings, regularly hosting talent visits, exclusive promotions, competitions, pre-release screenings, and in-cinema marketing events. Moreover, the cinemas, including the Kidz experience, are available for corporate events and birthday parties.
The success of cinema giants like Nu Metro and Ster-Kinekor relies heavily on the films released in Hollywood. When strong blockbusters hit theatres, South African audiences have consistently demonstrated their willingness to spend money on movie outings.
Looking to the future, Nu Metro is optimistic about 2025 and 2026, with highly anticipated movies like “Wicked: For Good,” “Shrek 5,” and the next instalment of “Avengers” set to be released.
Despite the excitement of blockbuster seasons from May to August, sustaining year-round business will be a key challenge for both companies.
