Ster-Kinekor is repositioning its Tyger Valley cinema complex as a broader entertainment destination, introducing four new experiences including a premium large-format cinema, luxury auditoriums, a dedicated Kids’ Cinema and what it says is Africa’s first free-roam virtual reality (VR) arena located within a cinema complex.
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The revamped complex officially opens to moviegoers on Friday, 9 October 2026, with bookings already open for its programme of films and entertainment experiences.
The redevelopment reflects the changing role of cinemas within the wider entertainment and retail landscape, with operators increasingly looking beyond traditional movie screenings to give customers more reasons to visit, stay longer and return.
At Tyger Valley, the revamped offering is aimed at different customer segments, from premium moviegoers and families to film enthusiasts, gamers and corporate groups.
A standalone Costa Coffee kiosk is also opening in the cinema foyer, extending the site's food and beverage offering while providing access to shoppers and other visitors to Tyger Valley Centre.
Four experiences under one roof
The centrepiece of the redevelopment is Apex, Ster-Kinekor's new premium large-format cinema concept.
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Making its debut at Tyger Valley, Apex combines a large wraparound screen with 4K laser projection and a 16.1-channel sound system, supported by multiple subwoofers positioned around the auditorium and behind the screen.
The aim is to create a more immersive presentation, with the screen extending close to the auditorium's walls and ceiling.
“Apex has been designed for movie lovers looking for more from their cinema experience by combining premium technology, larger-scale presentation and immersive sound to make every movie moment feel bigger, bolder and that much more engaging,” says Lynne Wylie, chief marketing officer of Ster-Kinekor Theatres.
Two additional auditoriums have been converted into Cine Prestige theatres, offering a luxury, business-class-style experience with single and double red leather recliners, an adjoining lounge and food and beverage service.
A third auditorium has been converted into Ster-Kinekor's Kids’ Cinema, featuring brightly coloured beanbag seating, activity areas and a dedicated foyer and catering counter.
VR adds a new entertainment category
The most significant departure from the traditional cinema model is the introduction of SKX-Perience, a six-player free-roam VR arena.
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Ster-Kinekor says the Tyger Valley venue is the first free-roam VR arena of its kind to be housed within a cinema complex in Africa.
The experience combines VR headsets, haptic controllers and spatial tracking, allowing players to physically move through digital environments and interact with them in real time.
Its game library spans tactical shooters, science-fiction adventures and exploration experiences, including The Finals, Ocean Depths and Dinosaur Park.
The arena is aimed at customers aged 12 and older, ranging from casual gamers and families to corporate groups looking for alternative team-building activities.
By adding VR to the cinema environment, Ster-Kinekor is effectively broadening its proposition from screen-based entertainment into interactive gaming and experiential leisure.
Premium experiences as cinema evolves
The Tyger Valley redevelopment comes against a backdrop of changing consumer expectations around out-of-home entertainment.
For cinema operators, premium screens and seating can provide opportunities to differentiate the movie-going experience, while complementary entertainment formats can broaden the reasons consumers visit a venue.
At Tyger Valley, that strategy spans multiple price points and occasions — from a family outing at Kids’ Cinema to a premium date night in Cine Prestige, a blockbuster on the Apex screen or a group gaming experience in the VR arena.
“This four-part entertainment offering adds to the overall Tyger Valley experience with the Apex cinema, luxurious Cine Prestige theatres, our popular Kids’ Cinema format and the new SKX-Perience Free-Roam VR Arena, giving audiences even more ways to enjoy one destination,” says Wylie.
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Costa Coffee adds a lifestyle layer
The redevelopment also expands the complex's food and beverage proposition through a new standalone Costa Coffee kiosk.
Following existing locations at Ster-Kinekor V&A Waterfront and Blue Route, the Tyger Valley outlet will serve customers before, during and after screenings, while also being accessible to the wider public.
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Its position within the shopping centre allows the coffee outlet to operate beyond the cinema audience, creating an additional point of interaction between the entertainment complex and the broader retail environment.
Tanya Heimann, general manager of Tyger Valley Shopping Centre, says the redevelopment strengthens the centre's positioning as an entertainment and lifestyle destination.
“This is far more than a cinema refurbishment; it introduces an entirely new entertainment experience for our customers and strengthens our position as a destination where there is always something more to experience,” says Heimann.
The combination of premium cinema, VR, family entertainment and food and beverage offerings effectively turns the revamped Ster-Kinekor complex into a multi-purpose entertainment hub.
For Tyger Valley, the redevelopment adds another layer to the shopping centre's broader tenant and experiential mix. For Ster-Kinekor, it represents an investment in giving consumers more reasons to choose the cinema as an experience in its own right — rather than simply as a place to watch a film.
