“After months of careful consideration and analysis we have reached the conclusion that our investment in this media channel is not bringing the attendance figures we had hoped,” said Doug Place, marketing executive for Ster-Kinekor Theatres.
“In addition, our core target markets are reading fewer and fewer newspapers and are making their entertainment decisions based on online and mobile media,” Place elaborated.
“Our current digital platforms [website, mobi site, and Nokia app] are some of the best in the country and the increased traffic to these assets is testimony that these avenues are more effective in driving film awareness and attendance than newspaper media.”
The company has been advertising heavily in the run-up to the switch, which is set for 8 March 2012, directing readers to the web and mobile sites instead.
Titles affected in Gauteng are: The Star, Saturday Star, Pretoria News, Pretoria Weekend and Sunday Independent.
Newspapers affected in Durban are: The Daily News, The Isolezwe, The Mercury, Daily News, The Independent and the Sunday Tribune.
In Cape Town, the Cape Times, Cape Argus and Weekend Argus will be affected.