Ster-Kinekor introduces baby-friendly movie environment

Once a month, on the first Wednesday of the month, moms (dads) and babies will have the chance to come and see premieres of blockbuster movies without the worry of finding a babysitter, getting home before the next feed or irritating other cinema-goers if they decide to take the baby with them.

Screenplay will show new blockbuster movies a couple of days before their general release with tickets charged at normal rates with babies under 24 months going in for free. The environment will be very baby-friendly with lights kept on at a low level throughout the film and secure facilities for prams. To add to the whole experience there will be special events and giveaways and a pre-movie social hour with baby-friendly activities and talks relevant to parents with young babies

'How many times have you heard new parents bemoaning the fact that they haven't seen a movie since their child was born?' says Ster-Kinekor marketing executive Odette van Wyk. 'The concept of special moms and babies screenings is very successful internationally and we're adapting it for the South African market. Parents get the pleasure of one of their favourite pastimes while still spending time with their babies.'

Screenplay launches at Ster-Kinekor theatres nationwide at 9.30am on Wednesday 29th October with 'Calendar Girls'. There'll be subsequent monthly Screenplay screenings at 9.30am on the first Wednesday of the month. Tickets can be booked in advance at any box office or from the Ster-Kinekor contact centre - 082 16789.