Fifty Shades of Grey is the biggest movie release in South Africa ever

2015-02-16 08:13

Cape Town - Ster-Kinekor announced on Sunday morning, that it achieved its biggest box office for a single day in the company’s recorded history (since 1995).

The recorded sales smashed the company’s previous best box office day by a massive 47% on an inflation adjusted basis.

The reason: the Valentine’s Day screenings of the much-hyped Fifty Shades of Grey.

“In fact,” says Doug Place, Marketing Executive of Ster-Kinekor Theatres, “it was a day of breaking records for the company.

“In addition to it being the biggest box office for one day, it was also the biggest Valentine’s Day and the busiest Saturday in terms of attendances at our sites countrywide.”

The majority of bookings for Saturday’s screenings were made by users of the SK App, one of South Africa’s most downloaded apps, which also resulted in it being the most pre-booked day in Ster-Kinekor’s history.

“Whilst Fifty Shades of Grey certainly led the way to these record breaking heights, there were strong box office performances from other titles too on the Ster-Kinekor circuit.

“Coming in hot at 2nd place was the family favourite SpongeBob SquarePants, and behind that was Kingsman: The Secret Service, for those who preferred a different kind of 'action'.

“We opened extra screens throughout the day, in an attempt to keep up with the ongoing demand for the hottest cinema ticket in town.

“In fact, we opened up a screen at Brooklyn Mall in Pretoria at 23:50 on Saturday night to satisfy the late-night lovers on the most romantic day of the year!” states Doug Place.

“In addition to the Girlfriends’ Getaway pre-screening on 12 February, ticket sales for Valentine’s Day screenings also broke all manner of records for Ster-Kinekor, as couples rushed to book the ‘love seats’ in our luxurious Cine Prestige theatres.

Fifty Shades of Grey is the second in a series of major titles that are expected to make 2015 the biggest box office year in cinema history.

“The first was Taken 3, which released in both commercial and IMAX cinemas in January this year.

“These two titles will be followed, in the coming months, with the much-anticipated release of Furious 7 (27 March), The Avengers 2: Age of Altron (24 April), the new Minions movie (10 July), Spectre ( the new Bond film) and the eagerly-awaited return of Star Wars in December,” concludes Place.

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