Ster-Kinekor has answered the prayers of movie-loving parents nationwide with special movie premieres that welcome babies.
Called Screenplay, it's for anyone whose movie watching has been severely curtailed by child-minding.
On the first Wednesday of the month, parents and babies will have the chance to come and see premieres of blockbuster movies without the worry
of finding a baby-sitter, getting home before the next feed or irritating other cinema-goers if they decide to take the baby with them.
Screenplay will show blockbuster movies before their general release, with tickets charged at normal rates and babies (only 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 cinemas nationwide at 09h30 on Wednesday 5 November with CALENDAR GIRLS. Tickets can be booked in
advance at the box office of participating cinemas or from the Ster-Kinekor Contact
Centre on 082 16789.
There will be subsequent Screenplay screenings at 09h30 on the first Wednesday of each month - check newspaper directories for details in the
week preceding the screenings.