Historically, cinema has been a popular entertainment medium as a means of escapism and the cinema group believes that the medium of cinema will continue its popularity as patrons' changing needs continue to be met. According to Fiaz Mahomed, CEO of Ster-Kinekor: "Ster-Kinekor's drive to increase its consumer base is yielding results. The key drivers are keeping ticket prices as low as possible (the majority of our cinemas are at R19) as well as our partnership with Edgars and Vitality."
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