Ster-Kinekor Theatres is experiencing a surge in attendance thanks to its “Throwback Cinema” campaign, offering classic films for just R50 a ticket. The initiative, designed to revitalize the struggling cinema chain in the face of competition from streaming services, has seen admissions grow by 526% in 2024 compared to the previous year, with a further 86% increase last year, according to Ster-Kinekor chief marketing officer Lynne Wylie.
The campaign began as a test run in 2023, initially limiting older film screenings to one day a week – “Throwback Thursday.” High demand quickly led to the expansion of these screenings to full-week runs. Over the past three years, Ster-Kinekor has screened 107 titles as part of the Throwback Cinema program, making it one of the most extensive nostalgia-driven film initiatives in South Africa.
The rerelease of The Lord of the Rings trilogy has been a significant driver of the recent success. The Fellowship of the Ring is currently the best-performing Throwback Cinema title, and its sequel, The Two Towers, released on January 30, 2026, is already the second highest-attended, with two days remaining in its re-run. Christopher Nolan’s Interstellar, screened in 2025, rounded out the top three most-watched films in the program. Jumanji: Welcome to the Jungle and Shrek completed the top five.
Ster-Kinekor is continuing to expand its Throwback Cinema offerings. 50 Shades of Grey (2015) will begin a re-run on February 6, 2026, followed by the 1995 adaptation of Jane Austen’s Sense and Sensibility on February 20. The final installment of The Lord of the Rings trilogy, The Return of the King (2003), will begin screenings on February 27. The film shares the record for most Academy Awards with Ben Hur and Titanic, and is the only film to have won every award for which it was nominated.
Additional Throwback Cinema screenings scheduled for the coming months include 50 Shades Darker (March 6 and 13), Out of Africa (March 20), Shrek Forever After (March 27 and April 3), Grease (April 10 and 17), and Up (April 24 and May 1). These titles will typically have week-long runs, with some receiving two weeks of screenings.
Beyond classic films, Ster-Kinekor is also attempting to attract audiences with live event screenings. Recordings of two ballet productions from the Paris Opera Ballet will be shown at select cinemas – Rosebank Nouveau and Cresta in Johannesburg, Ster-Kinekor Brooklyn in Pretoria, Watercrest Mall in Durban, and Ster-Kinekor V&A Waterfront in Cape Town – for R249 per ticket. Gisele will be shown on February 28, March 1, and March 3, followed by Le Parc on March 21, 22, and 23.
