It now costs R1,474 for a South African family to watch an IMAX movie and buy popcorn and Coke
Watching a movie on the big screen has become an expensive activity in South Africa as cinema operators struggle to remain competitive.
Daily Investor calculated that a family of four would pay R245.90 per ticket to watch the recently released The Odyssey at a Ster-Kinekor IMAX theatre.
They would need to spend a further R490 on popcorn, snacks, and drinks, bringing the total cost of the outing to R1,473.60.
The rising price of going to the movies in South Africa is deterring many consumers from choosing this option, particularly as streaming services have become increasingly popular.
Fewer customers leave cinema operators with few options other than raising their prices further, creating a death spiral.
The local cinema industry has been struggling for years, with one of the country’s biggest players, Ster-Kinekor, even having entered business rescue.
Like many others, the business fell on hard times during the Covid-19 pandemic, when consumers’ movement was severely restricted by lockdown regulations.
Movie theatres, in particular, were hard hit, as they were closed during higher lockdown stages in 2020 to keep consumers safe.
While attendance picked back up again in 2021 and beyond, it crashed again in 2024, MyBroadband reported.
According to a 2025 MyBroadband analysis, South Africa’s two biggest cinema chains, Nu Metro and Ster-Kinekor, closed a third of their movie theatres over the past decade.
Ster-Kinekor entered voluntary business rescue in January 2021, seeking legal moratorium protection while continuing its operations.
A year later, its business rescue practitioners published a proposed turnaround plan that featured a R250 million acquisition offer.
This offer, made by UK-based asset manager Blantyre Capital and South African asset manager Greenpoint Capital, was for 100% of Ster-Kinekor’s shares.
The debt and equity package would restructure Ster-Kinekor’s existing debt and pay a dividend to the company’s creditors.
This turnaround plan was accepted by Ster-Kinekor’s creditors in 2022, and it received regulatory approvals later that year.
To successfully exit business rescue proceedings, Ster-Kinekor had to negotiate its lease agreements with 20 mall landlords across its cinema locations.
Ultimately, this plan proved successful, and Ster-Kinekor officially exited business rescue as a solvent entity in November 2022.
Nu Metro’s plan to draw customers
Daily Investor spoke to Nu Metro to hear how it is contending with the local movie theatre industry’s difficult operating environment.
It said the local cinema market is showing encouraging signs, particularly when supported by a strong and consistent slate of movie releases.
“As we’ve seen over the past few months, audiences are still eager to enjoy quality films on the big screen,” it said.
This is especially true when there is a diverse mix of blockbuster titles and content that appeals to different demographics.
Recently, local movie theatres have benefited from the back-to-back release of two major blockbusters: Christopher Nolan’s The Odyssey and Spider-Man: Brand New Day.
Nu Metro explained that a strong release calendar always benefits the industry, and the company has been pleased with the performance of recent blockbuster titles.
“The Odyssey performed in line with our expectations and demonstrated that audiences continue to support quality theatrical releases,” it said.
“With Spider-Man: Brand New Day, we’ve seen higher than normal ticket sales. It’s encouraging to see audiences returning to the cinema for event films that are designed to be experienced on the biggest screen possible.”
Daily Investor asked the company whether it is concerned that rising movie ticket prices may discourage consumers from going to the theatre.
Nu Metro said it understands that consumers are increasingly conscious of how they spend their disposable income, which is why it has been prioritising value for moviegoers.
“Our ticket pricing remains market-related and, in many instances, compares very favourably with other cinema operators,” it said.
“In addition, we’ve established several partnerships that make going to the movies even more affordable.”
Nu Metro is partnered with Edgars Club, ABSA Rewards, Momentum Multiply, Sanlam Reality, African Bank, and Vodacom.
Customers of these companies benefit from discounted movie tickets and confectionery offers, which can make a cinema outing more accessible.
In contending with the rise of streaming services, the company said its strategy is to continue offering experiences that cannot be recreated at home.
This includes immersive sound and clear visuals in its Xtreme theatres, the motion and environmental effects of its 4DX offering, and a panoramic experience at ScreenX.
“These are experiences that are designed to be enjoyed on the big screen. Many of today’s biggest films are made specifically for the theatrical experience, and audiences recognise that,” it said.
“The remainder of the year promises an exciting line-up of films, and we’re looking forward to welcoming both loyal moviegoers and new audiences back to Nu Metro.”
Daily Investor also reached out to Ster-Kinekor for comment, but did not receive a response.
Movie price calculation
The table below shows Daily Investor’s analysis of the cost for a family of four to watch a movie in South Africa.
Prices were selected for the Ster-Kinekor The Zone @ Rosebank theatre to watch The Odyssey in IMAX on Saturday, 8 August, at 19:45. No discounts were applied.
| Product | Price |
| Movie ticket | R245.90 x 4 = R983.60 |
| Large Double Take V (two regular popcorns, two sweets, and two regular drinks) | R245 x 2 = R490 |
| TOTAL | R1,473.60 |
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