Movie lovers flock to Ster Kinekor despite rough economy

Despite the country's economic challenges, entertainment seems to be a comfort to many and Ster Kinekor's Cinemas - located at Sam Levy's Village Borrowdale, Westgate Shopping Mall and opposite Eastgate Shopping Mall in
Harare - offers movie lovers a chance to do just that.

Since its re-launch in December 2012 with the premiere of the James Bond film Skyfall, there has been a sharp increase in people watching movies even with 90% unemployment, hyper-inflation, and lack of liquidity in the country, some still take the time to watch movies.

At the recent premiere of internationally box office breaking film, Fast and Furious 7 at Ster Kinekor Eastgate, various groups of people who attended the event revealed several reasons how and why they were still flocking at cinemas despite the economy crunch.

"We always watch movies together and it doesn't have to be a big one" said a mother and daughter who attended the premiere.

"A movie is like an island away from the real life, when you get to a movie you just forget about the responsibilities but when you get home its back to reality you know …. the kid responsibilities, checks and balances," added a married couple(name withheld) with their son.

Two siblings who also refused to be named said they visited the cinema whenever they could.
They said they were attracted to the atmosphere which included the high surround sound effect, the big screens with surreal lighting and visual effects.

Others present were working class who revealed they had come from long, hectic work environments so watching movies at the theatre was a form of relaxing their minds and bodies.

Some also said that there less of the working class at the movies because their hectic work schedules would not afford them time to go to cinemas as they preferred quite time relaxation times.

"I normally watch movies during the weekends only," said another working individual. Most of the interviewees that refused to be named were fearful due to reasons best known to themselves.

With piracy on the rise, one dollar for three bootleg DVDs on the streets, DStv movie channels as well as the DStv box office it was questionable why people still flocked cinemas.

Two female friends also present at the premiere said there were some movies that were just worth watching on the big screen where one would get a certain impact they could never get from watching it on an ordinary home dvd player and television set.

Movie watching however, seems to offer audiences a chance to supersede reality, provide escape from the difficult times plaguing the country as well as for leisure.

Even celebrities were seen enjoying themselves at the premiere most of them being acclaimed local musicians.
"I always come to watch movies as well because that is my hobby," said Peace Ndlovu better known as BaShupi, in music circles.

Others present included Thembalami and Sesfikile Dance Outfit amongst many others.