Nu Metro and Edgars Club have announced a new partnership launching on 1 June 2026, allowing members access to discounted movie tickets.
“Through this initiative, Edgars Club members can now enjoy bigger movie and confectionery discounts at Nu Metro cinemas nationwide,” said Nu Metro.
The cinema group said that this partnership emphasises Nu Metro’s status as a premium movie destination while enhancing the rewards program for Edgars Club members across South Africa.
As part of this partnership, eligible Edgars Club members will enjoy the following benefits:
- Exclusive discounts on movie tickets
- Access to premium entertainment experiences in VIP, Full VIP, Xtreme – Large Premium Format, and Standard 2D/3D Plus Kidz cinemas
- 50% off Standard 2D & 3D/VIP/Full VIP/Kidz & Xtreme movie tickets
- 50% off an Edgars Club combo, which includes regular popcorn and soda or slush or water
- Lifestyle-driven rewards and additional member benefits
According to the cinema company, this initiative aligns with evolving consumer preferences for experiential rewards and entertainment-oriented loyalty programs, creating a more aspirational and fulfilling customer journey for members.
“Nu Metro is thrilled to partner with Edgars Club in redefining what lifestyle rewards mean for South Africans,” said Nu Metro Senior Marketing Manager Beverley Govender.
“Together, we’re making premium entertainment more accessible, while adding real value to everyday experiences for Edgars Club members,” said Govender.
Over the past year, Nu Metro has expanded its presence by opening new cinemas in key retail locations, including Bedfordview in Johannesburg, Gateway Theatre of Shopping in Durban, and Cavendish Square in Cape Town.
These new sites feature different formats, including South Africa’s first 270-degree “ScreenX” auditorium, VIP Premiere Cinemas, 4DX, and Kidz Cinema.
“These innovations reflect Nu Metro’s focus on immersive, premium movie experiences and underline its commitment to redefining the cinema landscape nationwide,” said Govender.
To build on this momentum, Nu Metro said the partnership with Edgars Club further reinforces its strategic direction.
The cinema transition in South Africa
Over the last decade, South Africa has experienced significant changes in both its cinema and streaming landscapes.
In recent years, there has been a wave of cinema closures and layoffs, which contrasts sharply with the growing popularity of online streaming platforms and the global boom in cinema.
The country’s cinema sector has been declining in its role as a primary provider of entertainment. While various interconnected factors contribute to this decline, the rise of streaming services has not helped the situation.
Although cinemas offer unique experiences that streaming platforms cannot replicate, signs of distress are emerging in the sector.
South Africa’s over-the-top (OTT) streaming industry, which includes video, television, and film content available via the internet, is the largest in Africa.
Consumers are increasingly favouring the convenience and variety that streaming platforms provide, which poses significant challenges for traditional cinemas in South Africa.
Firstly, the convenience of streaming is noteworthy; it allows viewers to watch movies and TV shows on their own schedule without the need to visit a cinema.
Streaming services offer diverse content libraries that cater to a wide range of preferences and tastes.
Moreover, cost is a crucial factor to consider. Subscription packages for streaming services are often more economical than frequent trips to the cinema, which have become increasingly expensive.
Exclusive releases are a significant attraction, as streaming services obtain the rights to distribute high-profile content directly to viewers.
The COVID-19 pandemic accelerated this transition, as lockdowns turned streaming platforms into the primary source of entertainment, leaving most cinema companies in a tough financial situation.
