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Imax expands partnership with Africa's largest exhibitor

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MUMBAI: Imax Corporation and Ster-Kinekor Theatres, a division of Primedia, have inked an agreement for two additional Imax theatres.

The first Imax theatre will be added to the exhibitor's upcoming multiplex at the Baywest Mall in Port Elizabeth, with a second to be added to an existing multiplex at the Cradlestone Mall in Johannesburg. The deal brings Ster-Kinekor's Imax footprint to six theatres with three currently open in Durban, Pretoria and Cape Town and another slated to open in Johannesburg.

“It is our aim to pioneer the advancement of cinema across South Africa as well as Africa, to ensure that consumers get to experience movies the way they were meant to be. Imax is a key enabler of this strategy and we're delighted to expand our relationship, which is directly related to our complexes' incremental box office as a result of Imax,” said Ster-Kinekor marketing executive Doug Place.

“In just 15 months, Ster-Kinekor opened its first Imax theatre and, building on its success, has since gone on to expand its Imax commitment to six theatres in the very important South African market. As the industry leader in Africa, with a presence in five countries, Ster-Kinekor is actively growing its network as evidenced by its new build in Port Elizabeth. As an extraordinary operator and Imax brand ambassador, Ster-Kinekor is the perfect partner to help us grow our business in Africa," added Imax EMEA president Andrew Cripps.

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