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.
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