Words & Photo: M&C Saatchi Sport & Entertainment
EFC AFRICA 28, taking place on Thursday, 27 March, will be screened at select Ster-Kinekor cinemas around the country for the first time, with an eruption of high-definition (HD), larger-than-life MMA action on the big screen.
In a partnership that has been in development for months, EFC AFRICA and Ster-Kinekor announced today (12 March) that fight fans throughout South Africa will be able to watch all 13 bouts from every upcoming EFC AFRICA event, live.
The partnership is launched on the back of Ster-Kinekor having completed the digital conversion in each of its cinemas. Substantial investment in the highest quality, live satellite broadcast equipment and a continuously tested and monitored signal will ensure a stable live broadcast of all the fight action, in crystal clear high definition.
The new format promises fans a big screen, live cinema experience, using the most advanced cinema broadcast platform available worldwide.
"We're excited to be offering fight fans the chance to see our events in such an awesome, larger than life setting," said EFC AFRICA president Cairo Howarth. "Ster-Kinekor's state of the art, digital HD setup makes it an incredible experience, from the first fight to the last. From 01 May, fans in Bloemfontein will be able to attend the cinema too, which we've been trying to organise for some time. Ster-Kinekor is leading the way with HD broadcast technology, and we're incredibly proud to be associated with this exciting project."
Doug Place, Marketing Executive of Ster-Kinekor Theatres, is equally delighted with the announcement of this new partnership. “Cinema is an evolving sector and we are in an exciting place right now. Resulting from our massive investment in technology and the digital upgrade, doors are opening for us to consider more alternative partnerships such as this one with EFC AFRICA.
“The digital conversion also means that the EFC fights on the big screen will be an awesome viewing experience for the fans. Watching all the live action in larger-than-life high definition is better than it has ever been seen before, and makes for a fantastic night out at the cinema!
“We are focused on continually improving the consumer experience and introducing fresh new offerings and alternative content that tap into new markets and what appeals to those audiences. It is these new initiatives that will ensure that the path to ongoing and future growth in the cinema industry is sustained,” comments Place.
The live Ster-Kinekor EFC AFRICA experience is to be made available in stages, with additional cinemas coming online for future events.
Fans can enjoy the EFC AFRICA 28 HD, big screen experience at the following Ster-Kinekor cinemas:
· Ster-Kinekor Fourways (Johannesburg)
· Ster-Kinekor East Rand Mall (Johannesburg)
· Ster-Kinekor Gateway (Durban)
· Ster-Kinekor Cavendish (Cape Town)
EFC AFRICA 29, taking place on 01 May, will see the addition of cinemas at:
· Ster-Kinekor Brooklyn (Pretoria)
· Ster-Kinekor The Zone (Johannesburg)
· Ster-Kinekor Cradlestone (West Rand)
· Ster-Kinekor Maponya (Soweto)
· Ster-Kinekor Cape Gate (Cape Town)
· Ster-Kinekor Tyger Valley (Cape Town)
· Ster-Kinekor Mimosa (Bloemfontein)
· Ster-Kinekor Greenstone (Edenvale)
Bookings for EFC AFRICA 28 at select Ster-Kinekor cinemas open on Friday, 14 March. Tickets cost R120, Ster-Kinekor SKCLUB, Discovery Vitality or Edgars club movie card benefits will apply. To find out more, visit www.sterkinekor.com.
Avoid the queues by booking online, by calling Ticketline on 082 16789 or you can book at the box office. You can also secure your seats by downloading the Ster-Kinekor App on your Nokia, Samsung Android, iPhone and Blackberry smart phone, to book from your mobile. To find out what other exciting promotions Ster-Kinekor has on offer, follow @SKTheatres on Twitter or Facebook at Ster-Kinekor Theatres.
EFC AFRICA 28, presented by BetXchange.com, takes place on Thursday, 27 March 2014 at the Coca-Cola Dome, Johannesburg. All athletes competing at EFC AFRICA 28 will wear black armbands in honour of deceased athlete Booto Guylain.