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Cape Town – The Advertising Standards Authority (ASA) has ruled in favour of Nu Metro Cinemas following its complaint against Ster-Kinekor Theatres for advertising Ster-Kinekor’s 3D Theatres as "the only place to truly experience 3D".
"Nu Metro also offers 3D viewing at several of its cinemas in South Africa. Consumers can therefore 'truly' experience 3D at Nu Metro cinemas too. It is not therefore correct to claim that Ster-Kinekor cinemas are 'the only place to truly experience 3D'" the complaint reads.
The ASA ruling found that the Ster-Kinekor Theatres' advertisements could lead consumers to believe that Ster-Kinekor was the only place to view 3D movies. Nu Metro Cinemas also offers 3D entertainment with 28 3D screens at 14 cinemas across the country.
"Nu Metro incorrectly isolates the pay-off line, 'the only place to truly experience 3D', from the entire campaign, including the graphic representations, which go hand-in-hand with the pay-off line in each of the advertisements," Ster Kinekor argued.
"When taken in the context of the entire advertisement, it is clear that the intention is to promote the experiencing of 3D at Ster-Kinekor as no poster, etc. can explain what 3D is actually about," said Ster Kinekor.
However, ASA believed that Ster Kinekor's slogan differed from the intended message and was likely to mislead consumers.
"We are pleased with the ruling as it clearly sets the record straight, and gives voice to our assertion that we are indeed forward-looking in our offering to the market," said Fay Amaral, Managing Director of Nu Metro Entertainment.
Ster Kinekor has been ordered by the ASA to remove their 3D advertising within deadlines agreed in terms of the relevant ASA Procedural Guide.
"Nu Metro also offers 3D viewing at several of its cinemas in South Africa. Consumers can therefore 'truly' experience 3D at Nu Metro cinemas too. It is not therefore correct to claim that Ster-Kinekor cinemas are 'the only place to truly experience 3D'" the complaint reads.
The ASA ruling found that the Ster-Kinekor Theatres' advertisements could lead consumers to believe that Ster-Kinekor was the only place to view 3D movies. Nu Metro Cinemas also offers 3D entertainment with 28 3D screens at 14 cinemas across the country.
"Nu Metro incorrectly isolates the pay-off line, 'the only place to truly experience 3D', from the entire campaign, including the graphic representations, which go hand-in-hand with the pay-off line in each of the advertisements," Ster Kinekor argued.
"When taken in the context of the entire advertisement, it is clear that the intention is to promote the experiencing of 3D at Ster-Kinekor as no poster, etc. can explain what 3D is actually about," said Ster Kinekor.
However, ASA believed that Ster Kinekor's slogan differed from the intended message and was likely to mislead consumers.
"We are pleased with the ruling as it clearly sets the record straight, and gives voice to our assertion that we are indeed forward-looking in our offering to the market," said Fay Amaral, Managing Director of Nu Metro Entertainment.
Ster Kinekor has been ordered by the ASA to remove their 3D advertising within deadlines agreed in terms of the relevant ASA Procedural Guide.
