The council of brand; advertising; marketing; and media specialists that decide on who will receive superbrand status evaluate brands by specific criteria namely: market dominance; longevity; goodwill; customer loyalty; and overall market acceptance.

Ster Kinekor is the biggest South African movie exhibitor, almost doubling its closest competitors contribution, and has a firm footprint across the country, demonstrating its dominance in the cinema market. Ster Kinekor has also been successful in bridging the various market sectors. Its upmarket art film chain, Cinema Nouveau, is the only one of its kind in the country and enjoys ongoing success. Ster Kinekor has also made strides in breaking into the lower LSM market through the use of marketing techniques such as hosting a free screening in Soweto of the movie, Mandela – Son of Africa.

Brand loyalty is a major contributor to any brands’ continued success. Through partnership with other leading South African and international brands, such as Discovery; Edgars; and Grolsch, Ster Kinekor has been able to offer its patrons loyalty returns such as reduced prices, among the others.

Ster Kinekor’s recent brand repositioning from 'Always better on the Big Screen' to 'Your Happy Place' is the first in many years. An extensive selection of marketing tools is extended to its advertising clients, through which Cinemark, the advertising broker, offers a range of traditional marketing techniques delving into the experiential and 3D marketing realms.

Fiaz Mahomed, CEO of Ster Kinekor Theatres is ecstatic about the listing: “As South Africa’s biggest cinema chain, which traces its roots to the very earliest days of cinema in this country, it is gratifying to know that, somehow or another, we form an integral part of every South African movie-lovers’ experience with the magical art of movies.”