Malawi cinema fails to get a nod

There was a time when watching cinema was everyone’s wish, but not today if poor patronage at Cine City Cinema at Chichiri Shopping Mall in Blantyre is anything to go by.
Do you remember Apollo Cinema?
Certainly, today’s generation is exposed to modern television sets, latest movies illegally downloaded from Internet sites and cheap video showrooms, but watching a movie at a cinema remains adventurous.
Cine City Cinema has been in the country for four years now but despite being at an accessible place, it continues to register very poor patronage.
During The Nation’s visit on Monday, not more than 20 people were in the 261-seat auditorium.
“There is no business for cinema in Malawi, we receive very few people and sometimes none,” said Gilbert Chiyambuka, the centre’s control manager.
Chiyambuka also revealed that the centre was designed to show two movies at once, but only one auditorium is used. On Monday, Cine One was supposed to show Despicable Me 2, but was closed because no one showed up to watch it.
When asked why is this the case, Chiyambuka said one reason is the lack of full-time public transport to enable people travel at night.
“Most Malawians rely on minibus transport but they do not operate 24 hours. For instance, in Zimbabwe, public transport operates around the clock and patronage at cinemas is very good. Most Malawians do not understand the concept of cinema. When they think about entertainment, then it is about going to the lake or going to a music show,” he said.
Cine City started operations in December, 2008. Currently to watch a movie adults pay K2 500 (about $6) while children pay K1 500 (about $3).
The cinema shows animated cartoons, comedy, action and drama movies.
It takes its movies from a South African cinema company Ster-kinekor.