South Africa, Aug. 27 -- "We're bombarded with doom and gloom portending the death of cinema," says Brandon De Kock, "But don't be surprised when you arrive at the cinema on a Friday night and find that it is buzzing with life. Yes, streaming has disrupted and changed consumer behaviour. Yes, the pandemic was an existential threat to the country's movie theatre companies. But today, mid to top income earners in South Africa are certainly still going to the movies."

The latest BrandMapp survey reveals that 67% of adults in the South African consumer class go to the movies, and of that 20% are movie 'fans' who go six or more times a year. Eighty-two per cent of the total consumer class are signed up for loyalty programmes, with 12% of them...