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ASA finds for Nu Metro, against Ster-Kinekor

14 Dec 2010

The Advertising Standards Authority (ASA) last week ruled in favour of Nu Metro Cinemas after its complaint against Ster-Kinekor Theatres for advertising Ster-Kinekor's 3-D Theatres as "the only place to truly experience 3-D".

The ASA ruling found that the Ster-Kinekor Theatres' advertisements could lead consumers to believe that Ster-Kinekor was the only place to view 3-D movies. Nu Metro Cinemas has a significant 3-D offering in its cinema complexes nationwide.

The misleading advertisements are to be withdrawn within deadlines agreed in terms of the relevant ASA Procedural Guide.

Sets the record straight

"We are pleased with the ruling as it clearly sets the record straight, and gives voice to our assertion that we are indeed forward looking in our offering to the market," said Fay Amaral, MD of Nu Metro Entertainment.

Nu Metro Cinemas currently has 28 3-D-enabled screens across 14 cinema complexes and by January 2011, 35 screens across Nu Metro's 14 cinema complexes will be 3-D enabled to take advantage of the amount of 3D content being released by the major Hollywood film studios.