Despite the age of endless short-form video clips and binge-worthy streaming platforms, South Africans are still flocking to the cinema — proving that the magic of the big screen remains alive and well.

BrandMapp’s latest survey reveals that movies rank as the third most popular pastime in South Africa, just behind music and travel. Close to nine million adults make their way to the cinema, with around 2.5 million considered “regulars” who go at least once a month.

Speaking on Hot Business with Jeremy Maggs, BrandMapp’s Director of Storytelling, Brandon de Kock, explained that the resilience of cinema lies in its unique in-real-life (IRL) quality.

“Cinema is an experience. It’s a little like watching a live concert versus listening at home. There’s still a bit of magic to it, and that’s something digital platforms can’t replace.”

Blockbusters, loyalty and local stories

While the big global releases — particularly superhero franchises — continue to drive the largest box office numbers, De Kock noted that South African films also attract impressive support, often pulling in between R8-R10 million in ticket sales.

The industry’s survival is also tied to loyalty programmes and discount deals, with initiatives like Ster-Kinekor’s Movie Club offering bundles that include tickets, popcorn, and drinks at reduced prices. “If I was in the movie business, I’d be squeezing those loyalty mechanisms as hard as I could,” De Kock added.

A younger audience at the movies

Interestingly, the research shows that it’s younger audiences who are the most loyal to cinemas. South Africans aged 25-35 are the most likely to be “fanatics” — going to the movies at least six times a year — followed closely by those under 25.

According to De Kock, this reflects a deeper desire among younger generations to engage with the real world. “Going to the movies with friends is a shared, social experience. It’s about being part of something, and that’s still hugely appealing.”

Streaming vs cinema

Streaming services may be growing rapidly, but the evidence suggests that they complement rather than replace cinema. As De Kock put it, “I won’t watch a big Tom Cruise movie on my iPhone. That’s what the big screen is for. Streaming is great for dramas and smaller stories, but blockbuster experiences are meant for cinemas.”

With nearly nine million South Africans still drawn to the theatres — and younger audiences leading the charge — it’s clear that the big screen remains one of the country’s favourite escapes.

Listen to the full interview from HOT Business with Jeremy Maggs, below: