Hot on the heels of adding Nu Metro’s new cinemas at Amanzimtoti’s Galleria in KwaZulu Natal and Emperor’s Palace in Gauteng’s East Rand to its portfolio, Popcorn Cinema Advertising has just confirmed that it will also be representing the national Avalon Group as of 1 March.

“The three independent cinecentre complexes housed under the Avalon banner are Midlands Mall; Lenasia Mall; and Mall at Reds in Pretoria. “These cinemas add an additional 20 screens to our portfolio, bringing our total screen representation to 282, which equates to approximately 40% of the market,” says Popcorn’s General Manager, Karen Bailey. “In addition, according to January to December 2009 attendances, Midlands Mall falls into the Top 20 complexes in South Africa, which adds to our already impressive list of top performing complexes.”

Co-founded in 1939, the Avalon Group is South Africa’s largest and oldest independent cinema exhibition and entertainment company, now in its 71st year of operation.

“We’re proud to be associated with Avalon and our award winning sales team is excited about this recent acquisition,” says Karen.