On 18th September, the Avalon Group proudly premiered the powerful and thought-provoking Mother City documentary at CineCentre Killarney Mall. Under the visionary leadership of CEO Ab Moosa, this special screening event gathered media personalities and the film’s director, shining a spotlight on the importance of telling stories that deeply resonate with social justice and urban struggles.
Mother City is an evocative documentary that captures the raw and often heart-wrenching realities of urbanism in Cape Town, South Africa’s iconic “Mother City.” Against the backdrop of the nation’s 30th anniversary of democracy, the film exposes the deep social divides rooted in land ownership and spatial apartheid. It follows Nkosikhona Swartbooi, an activist leading a social justice movement, “Reclaim the City,” as he battles government officials and property developers in his quest to secure affordable housing for Cape Town’s marginalized communities.
The documentary charts pivotal moments, such as the government’s controversial 2016 decision to sell the old Tafelberg School in Sea Point—earmarked for affordable housing—to a private developer. This sparked widespread resistance and gave birth to a movement that challenges not only local authorities but also the long-standing economic inequities in one of the world’s most unequal cities. Through personal stories like that of Face, an activist raised in a Khayelitsha shack, Mother City presents a David and Goliath tale of ordinary citizens taking on the powerful forces of property and politics.
CineCentre: Elevating Important Stories and Shared Experiences
The Avalon Group’s decision to bring Mother City to CineCentre Killarney reflects its dedication to showcasing films that push the boundaries of cinema. CineCentre, owned by Avalon, has long been a platform for meaningful stories, and the screening of Mother City is a perfect example of how cinema can spark dialogue around pressing social issues.
On the evening of 18th September, Ab Moosa, CEO of the Avalon Group, hosted a celebratory screening with media figures and the film’s director in attendance. Moosa emphasized the significance of communal viewing experiences, especially in the era of streaming services. While acknowledging the rise of home viewing platforms, Moosa reaffirmed that cinema provides a shared, immersive environment that heightens the impact of films like Mother City.
In its 85th year, CineCentre remains committed to delivering not just entertainment but meaningful stories that resonate with South African audiences. Moosa pointed out that the cinema’s business strategies, focused on innovation and adaptability, have helped it overcome industry challenges and maintain its relevance in the competitive film sector.
CineCentre’s Reward Program: More Value for Every Visit
As part of its ongoing efforts to enhance the cinema-going experience, CineCentre offers a unique and rewarding loyalty program. Every qualifying purchase, whether for a movie ticket, confectionery combo, or both, allows patrons to earn up to R1029 or even R1909 in vouchers. This means customers can receive multiple times more in value than what they paid, making CineCentre’s rewards program one of the best in the industry.
With promotions like Budget Tuesdays, CineCentre not only provides affordable access to high-quality films but also ensures that loyal customers are rewarded generously. This program is designed to make every visit to CineCentre feel like a superstar experience, where cinema-goers get much more than just a movie.
A Legacy of Innovation and Impactful Storytelling
As CineCentre marks its 85th anniversary, the Avalon Group continues to demonstrate why it remains a leader in South Africa’s cinema landscape. By showcasing important films like Mother City, Avalon proves its commitment to storytelling that informs, inspires, and challenges audiences. This documentary sheds light on the ongoing fight for justice in Cape Town, a city still grappling with the consequences of apartheid-era land policies.
Ab Moosa emphasized that despite the shifting entertainment landscape, with streaming services becoming increasingly popular, nothing compares to the magic of cinema. It’s not just about watching a film—it’s about sharing an experience with others, absorbing stories that spark critical conversations, and reflecting on issues that matter, such as the housing crisis explored in Mother City.
The 18th September screening of Mother City at CineCentre Killarney underscored Avalon Group’s commitment to using cinema as a platform for meaningful dialogue. With Cape Town’s striking contrasts and enduring struggles at its core, Mother City exposes the urgency of land and housing issues in a post-apartheid society, offering a deep, human portrayal of activists fighting for justice.
CineCentre remains dedicated to bringing these vital stories to South African audiences, offering a unique blend of entertainment and rewards through its loyalty program. Whether through compelling narratives like Mother City or innovative customer experiences, CineCentre proves that the magic of the big screen is alive and well—where stories of resilience, hope, and change are brought to life.
