SilverBird Cinemas, Kenya

Q: How would you describe the position of movies and screens in Kenya, considering piracy and immediacy downplay your role in the cinema entertainment industry?

A: The state of cinema in Kenya is very versatile in terms of genres of movies available in the market. Immediacy is vital in this business and that has given the backstreet movies the edge in the market for some time now. You will also find movies that are yet to be released in the black market. Piracy has grounded its roots here and you would sometimes come across parents stopping to buy pirated movies for their children. This vice is only being encouraged and this trend should be contained.

For the big movie production companies, Africa is a small market, because it does not generate huge profits. Case in point, Avatar was widely popularised and in its seventh weekend the movie grossed a total US$95.3 million overseas with these figures mainly from Italy and China. Kenya, on the other hand, only gathered in $312,500 for the entire two months it was screened. The number of people who attended was 42,000.

Q: What is your core value system in regards to service delivery and customer satisfaction?

A: SilverBird is a trendsetter and market pacer. Through its top-notch facilities and efficient service we have ensured that we not only sell a product but an experience. We provide a package for the whole family where harmony is created. With 18 screens spread in Kenya, we are able to offer a great deal of movies showing simultaneously. We let every customer go home with an overwhelming experience of the movie.

We have a media store that provides all ages and authentic material. It stores only original music, books and movies. In this section customer satisfaction is guaranteed as the product is of quality and easily available. On September 23 SilverBird commenced its 3D multiplex in the Westgate Mall. This move was aimed at positioning it for upcoming 3D movies.

Q: When did SilverBird come into being and how do you fulfil your functions?

A: SilverBird was formed by the former directors of Avusa Africa who had pulled out of NuMetro and joined a group of West African investors. With an extensive presence in the West African nations, SilverBird was keen to expand through acquisitions in the new market, making it the third largest entertainment business in Africa.

The objective was to provide lifestyle and entertainment services similar to those in developed countries. A key part of the strategy was to establish cinema theatres with multiple screens, thus boosting the number of movies screened. It was hard to show movies on a limited number of screens when they were in high demand. Today we operate 18 screens in Kenya and show at least four movies concurrently, thus different divisions of movie lovers are well catered for.

Q: What are some of the benefits and challenges technology has offered you in terms of business cost?

A: For example, we have been able to cut costs in 3D movies as they arrive in 500GB hard drive whereas traditionally 35mm projectors have motors, cogs and belts running leading to picture shake. The 2D equipment is bulky but 3D is well advanced and smaller and needs few people to operate. The initial cost of setting up a 3D projector is very high but its much easier to run and the products are easily shipped.

Weekdays

Adults - 800
Children - 750

Weekends (Friday evening to end of Sunday)

Adults - 850
Children - 800