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Drive-in movies are enjoying a revival in many
parts of the world, but for South Africa the stakes are higher
because of a slow COVID-19 vaccine rollout that makes a return
to normality especially hard and leaves more businesses facing
the risk of closure.
Ster-Kinekor, Africa's largest cinema group, is betting on the
format to win back customers fearful of catching the coronavirus.
It filed for business rescue, a local form of bankruptcy
protection, in January because of losses related to lockdown
restrictions.
"The big goal for us is to keep the industry alive... and to
keep cinema and big screens top of mind in the consumer's
repertoire of entertainment," acting Chief Executive Motheo
Matsau told Reuters.
Like its peers, Ster-Kinekor was forced to close from the end of
March 2020 until the end of August 2020. Since August, it has
operated under curfews and with limitations on gatherings.
"Closing down for six months for a business like ours, it's a
miracle we're still around to be honest," Matsau said.
He said the drive-in cinema allows the industry as a whole to
gauge people's willingness to come back to cinemas and establish
how strong the case is to rescue the business.
For movie-goers Satya Praksh and her boyfriend Quinton Lamb, the
drive-in experience offered a protective personal bubble and a
new style of cosy relaxation.
"I love that we can be warm because it's really cold ...and we
can bring our own snacks and blankets unlike the (normal)
cinema," 21-year old Praksh said. "We can talk during (the
movie). We don't have to worry about being quiet and tripping
over someone's feet."
(Reporting by Nqobile Dludla; Editing by Olivia Kumwenda-Mtambo
and Barbara Lewis)
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