On Wednesday, 25 June 2014. The Vent sat down with IMAX President for the Middle East, Europe and Africa region, Andrew Cripps and Ster-Kinekor Theaters CEO, Fiaz Mohamed, at the press filled grand opening of South Africa’s second IMAX theater at The Grove, Pretoria. As previously reported by The Vent on Tuesday; the new theater would screen the latest Transformers film, Transformers: Age of Extinction releases on Thursday, 26 June 2014, a worldwide exclusive and a South African first.
The two distribution executives alluded to the Durban`s Gateway Mall, IMAX cinema`s success which has lead to the delayed yet successful opening of The Grove`s IMAX. The two heads also announced that a Johannesburg IMAX cinema was already in development for an opening at one of the city`s upmarket malls, Eastgate Shopping Center, which is already going through a major revamp for an opening, prognosticated for a first-quarter opening in 2015.
When The Vent asked the heads about the decision to re-open IMAX theaters in South Africa, they mentioned that the world cinema and film market is growing at an expansionary rate and South Africa was one of the markets contributing towards this. He also mentioned that the IMAX philosophy is to watch films at an immerse level where the audience does not only spectate but is also part of the experience through IMAX`s proprietary digitally-innovative, wide screens, light projection and ground breaking sound systems.
They also added that even though home entertainment is also growing at an incredible rate through Ultra High Definition technology and Video on Demand services, those factors where only leading to cinemas to set the bar higher for audiences to attend cinemas and still keep cinema as the first go to choice for film viewing by promoting comfort and interactive audience engagement in film viewing hence the inception of the IMAX theaters.