Movies Remain a Top Pastime for SA Consumers
Movies continue to hold their place in the hearts of South Africans. According to BrandMapp, the third most popular pastime among the consumer class (households earning R10k+ per month) is watching movies, ranking just behind music and travel.
Cinema Is Alive and Well
Brandon de Kock of BrandMapp comments: “We’re bombarded with doom and gloom portending the death of cinema. But don’t be surprised when you arrive at the cinema on a Friday night and find that it is buzzing with life. Yes, streaming has disrupted behaviour. Yes, the pandemic was an existential threat. But South Africans are certainly still going to the movies.”
Key Insights from BrandMapp 2024
- 67% of consumer class adults go to the movies.
- 20% are movie “fans” who attend six or more times a year.
- 82% are signed up for loyalty programmes.
- 12% belong to Ster-Kinekor Club.
- 5% are Nu Metro Scene members.
- 9.1 million cinema-goers in South Africa.
- 4.6 million regular fans (six visits a year).
- 2.5 million “fanatics” (monthly visits).
De Kock notes: “It’s proof that there’s been a post-pandemic big screen reboot. Consumers don’t have to choose between streaming and cinema – they enjoy both. Nothing replaces the communal, immersive experience of a theatre… plus the popcorn!”
The Magic of the Big Screen
Mark Sardi, CEO of Ster-Kinekor, adds: “To anyone who hasn’t been to the cinema in a while, I’d say this: nothing compares to the magic of the big screen. The scale, sound, and atmosphere create an unforgettable, emotional journey. Streaming has its place, but cinema offers something richer – connection, scale, and memories that last.”
Price vs. Priorities
Despite cost-of-living challenges and frequent complaints about cinema prices, BrandMapp data shows cinema-going is income-agnostic.
- No major difference exists between mid- and top-tier consumers.
- Ster-Kinekor deals (via loyalty, Discovery Vitality, Edgars Club, Throwback movie nights) make it accessible.
- Many consumers prioritise cinema in their entertainment budgets.
Streaming Won’t Kill Cinema
De Kock concludes: “Every cinema closure sparks commentary that movie-going is dying. It reminds me of the 80s claim that video would kill the radio star – it didn’t. Watching on a phone is convenient, but it doesn’t compare to cinema. That’s true for everyone, not just fans.”
Access BrandMapp 2024 Data
- Directly from the BrandMapp team at WhyFive Insights.
- By subscription via Telmar, Softcopy, Nielsen, and Eighty20.
For data access, contact julie-anne@whyfive.co.za.