, don’t come around every day, and while they prove that content is king cinema exhibitors will have to work a lot harder to re-stimulate the habit of going to cinema and win their patrons back on a regular basis.
Local chains Ster-Kinekor and NuMetro, have, to a degree, started adapting the movie experience such as with VIP lounges and large format experiences such as Imax and 4DX. However, SA is a land of great disparity and nuanced socioeconomic layers. So, hyper-customising the offering to suit micro-localised different preferences is essential to ensure all audiences get to enjoy a cinema experience that they can appreciate, and are willing to pay for.
On the funding side of the industry, the department of trade, industry & competition, whose film production incentive is absolutely critical to local films, initially provided a boost to the service-industry . But it has failed the industry dismally in the past few years. In short, the incentive provides rebates of up to 35% for production expenditure for the first R6m, with 25% being rebated thereafter subject to certain requirements.
Furthermore, the department’s timelines between application, approval and required commencement of shooting are nerve-rackingly tight, and there is no rebate for script development , or marketing and distribution. The entire process needs an overhaul, so as to encourage a commercially orientated mindset.
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