South African cinema chain Ster Kinekor is poised for a multi-million pound launch into Europe under the label Ster Century.
The company has secured 28 multiplex sites in Europe, of which 13 are under construction. Four of them are set to open in the UK this year. The Halifax site, which begins construction in July, is planned to be a 13-screen, 3000-seat venue attracting 1.5 million visitors a year.
The brand roll out begins on-line this week with a website, www.stercentury.net, devised, along with the chain’s overall branding, by new media consultancy Foresight Europe. The site details plans for the expansion programme and employment opportunities across Europe.
“We needed a brand that would appeal to our new European audience as well as reflect our South African origins and futuristic approach to the cinema business. We tested our choice of brand throughout our European markets and the consumer response to both the brand and logo has been great.” says Ster Kinikor Europe managing director Mike Ross.
Other Ster Century cinemas will be launched in Ireland, Hungary, Poland, Spain, Czech Republic, Greece, Portugal and Slovakia.