A man with a vision: Motheo Matsau on Ster-Kinekor’s marketing plan
Ster-Kinekor’s new marketing chief outlines his plans to enhance the moviegoing experience and leverage partnerships with other platforms to extend the shelf life of films
The first movie Ster-Kinekor’s new head of marketing and sales, Motheo Matsau, remembers seeing was The NeverEnding Story — at the age of four. And he’s using that famous title as a metaphor in his mission to convince the multiple-screen-using millennial audience that the tale of cinema is far from over. He acknowledges tablets, phones and laptops are more accessible and convenient than cinema, and offer greater content variety. He says cinema owners have to work on enhancing the experience and should form partnerships with competing platforms to extend the shelf life of movies beyond two or three months on the big screen. “We have to start working on joint marketing strategies upfront, long before the movie even launches,” he says. “Blockbuster films tend to do well in the first few weeks, but then fall over the viewership cliff. After that it becomes a game of keeping the property alive for as long as possible.” Another strategy is content development, which will be a completely n...
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