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# 1958 Gertag Ediaphor

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New York—Sep 3, 2013

Ster-Kinekor to Bring the First Commercial Multiplex IMAX® Theatre to South Africa

World's Most Immersive Cinematic Experience to Enter Country's Top-Performing Multiplex
IMAX Corporation (NYSE:IMAX; TSX:IMX) and Ster-Kinekor Theatres, a division of Primedia Ltd., today announced an agreement to install an IMAX® theatre in the Ster-Kinekor Gateway Multiplex at the Gateway Theatre of Shopping in Durban, South Africa. The deal represents IMAX's first commercial multiplex theatre in the country.
 
"IMAX delivers a moviegoing experience so lifelike that customers are willing to pay a premium for it, and as a result we are confident that IMAX will strengthen the performance of our flagship multiplex in Durban," said Fiaz Mahomed, CEO, Ster Kinekor. "IMAX supports our mission to deliver unforgettable entertainment experiences, and we look forward to presenting the world's biggest blockbusters in the world's most immersive cinematic format."
 
"Today's agreement - with South Africa's number-one exhibitor at the country's number-one cinema complex - represents the ideal scenario under which to mark IMAX's first commercial multiplex entry into the country," said Andrew Cripps, President, IMAX EMEA.  "We are delighted to welcome Ster Kinekor to the IMAX business and believe our partnership will not only raise our visibility in South Africa, but also set the stage for mutual growth opportunities in the region."
 


About IMAX Corporation: IMAX, an innovator in entertainment technology, combines proprietary software, architecture and equipment to create experiences that take you beyond the edge of your seat to a world you’ve never imagined. Top filmmakers and studios are utilizing IMAX theatres to connect with audiences in extraordinary ways, and, as such, IMAX’s network is among the most important and successful theatrical distribution platforms for major event films around the globe.

IMAX is headquartered in New York, Toronto and Los Angeles, with additional offices in London, Dublin, Tokyo, and Shanghai. As of September 30, 2017, there were 1,302 IMAX theatres (1,203 commercial multiplexes, 11 commercial destinations and 86 institutions) in 75 countries. On Oct. 8, 2015, shares of IMAX China, a subsidiary of IMAX Corp., began trading on the Hong Kong Stock Exchange under the stock code “HK.1970.”
IMAX Corporation Directory page About Ster-Kinekor Theatres:
Ster-Kinekor Theatres is a wholly-owned business within the Primedia Group and is the largest movie exhibitor on the African continent. To most South Africans, the word 'movies' is synonymous with the name 'Ster-Kinekor'. The company operates 57 commercial cinema complexes in South Africa, with six international sites based in Namibia, Zambia and Zimbabwe. The cinema chain's sites house more than 480 large-scale screens, over 87 264 seats and the largest 3D footprint featuring more than 140 state-of-the-art 3D screens across the country.  As the industry leader, Ster-Kinekor has pioneered cinema concepts such as Cinema Nouveau, one of the world's largest dedicated art-house multiplex circuits, and the luxurious Cine Prestige theatres, the first 'business class' cinema experience in South Africa. It boasts the only cinema on the continent that is fitted with the advanced Dolby Atmos sound system (at Gateway in Durban); and has headed the return of The IMAX® Experience, with the opening of seven IMAX® Theatres across the country.  As one of South Africa's most loved brands, it is Ster-Kinekor's ongoing mission to become synonymous with the unrivalled magic of the cinema experience, by providing 'Great Moments at Their Greatest'. During 2013, the company embarked on a massive roll-out project to convert and equip every cinema with the very latest in digital projection and sound technology. The result of this upgrade is that every cinema now boasts state-of-the-art cinema technology that encompasses 2K and 4K digital projection and 5.1 and 7.1 surround sound systems.  The award-winning SK App, which is downloadable on all smart phone operating systems, is interactive, user-friendly and feature-rich, and recently recorded over 1.9-million downloads. The SK Club loyalty programme rewards members with redeemable points when they swipe their card when buying movie tickets or catering. Combined with industry leading loyalty programmes from Edcon and Discovery Vitality, these give Ster-Kinekor a strong consumer value proposition and competitive advantage.   As the market leader, Ster-Kinekor aims to spearhead the advancement of cinema across both South Africa and the rest of Africa, to ensure that consumers continue to experience movies as they were made to be seen – on the big screen.  
Ster-Kinekor Theatres Directory page

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