"Ster-Kinekor is currently undertaking a massive rollout campaign to revolutionise movie viewing by converting all 438 of its cinemas to the latest in digital technology. In line with this national evolution, the full digital conversion of The Zone in Rosebank is now complete," says Fiaz Mahomed, CEO of Ster-Kinekor Theatres.
The picture quality is heightened while the state-of-the-art surround sound enhances the overall viewing experience, as each cinema now comes standard with the very latest digital technology and superior equipment.
Upgrading the cinemas brings with it another plus for movie lovers. Audiences can now enjoy the release of a new international title together with the rest of the world and can now participate first-hand in the hype of a new blockbuster release and be a part of the global conversation as it trends across the world.
In addition to the upgraded theatres, including the three cinemas that present films in 3D format, audiences at The Zone can also enjoy the new enhanced digital experience in ultra-comfort and luxury. The unique Cine Prestige cinema is a 48-seater theatre that gives movie-lovers the opportunity to watch the latest blockbusters stretched out in large, leather seats in an intimate and exclusive environment.
Digital technology does a number of things: it delivers an image that is crisper, sharper and more realistic. It also ensures realistic sound clarity. When sound and vision combine with this new technology, the experience for the audience is astonishing. A feast for the eye, ear and imagination that cannot be rivalled by any other film screening technology.
"When you see a movie using digital technology, you see that movie the way its creators intended you to see it, with incredible clarity and detail, on the big screen. It is an exciting evolution in cinema in South Africa, and I am excited to be a part of the dedicated and professional team that is making it happen," concludes Mahomed.
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