South African moviegoers have a shiny new reason to venture out to theaters. Ster-Kinekor has opened a new IMAX location in Rosebank, Johannesburg, and they're christening it with Lee Cronin's reimagined take on The Mummy — because apparently, we're doing this franchise again.

The premium cinema began screenings today, according to Gadget, bringing the full IMAX experience to one of Johannesburg's busiest commercial districts. For those keeping score at home, that means a screen roughly the size of a small apartment building and sound that'll make your chest vibrate during the jump scares.

Why This Matters for SA Cinema

The Rosebank IMAX represents a notable investment in premium cinema infrastructure at a time when streaming services have convinced many people that watching movies in sweatpants is perfectly acceptable cultural behavior. Ster-Kinekor is clearly betting that spectacle-driven films still have the power to drag people off their couches — and they're probably right.

IMAX theaters have become increasingly important for studios releasing big-budget blockbusters and horror films that benefit from immersive presentation. The technology uses proprietary projection systems, custom-designed theaters, and remastered film formats to create what the company calls "the world's most immersive movie experience." Whether that justifies the premium ticket price is a debate for another day, but there's no denying the format has its devotees.

About the Film

Lee Cronin, who previously directed Evil Dead Rise to considerable critical and commercial success, is taking his shot at Universal's classic monster. This isn't your Brendan Fraser adventure-comedy Mummy (sadly), nor is it Tom Cruise's ill-fated Dark Universe attempt that everyone has collectively agreed to forget. This is reportedly a straight horror reimagining, which makes considerably more sense given Cronin's track record.

The original 1932 Mummy was a horror film, after all, before decades of sequels and reboots turned the concept into everything from campy adventure to CGI spectacle. Cronin bringing it back to its roots feels like the right call — assuming the execution matches the ambition.

The timing of this launch is interesting. Opening a new IMAX location with a horror film rather than a superhero tentpole or a sci-fi epic suggests Ster-Kinekor believes the genre has broad enough appeal to draw crowds. Horror has been punching above its weight at the box office lately, with films like Smile 2 and A Quiet Place: Day One proving that audiences will absolutely show up for scares on the big screen.

The IMAX Expansion

For Johannesburg specifically, the Rosebank location adds another premium option in a market that's seen cinema infrastructure evolve significantly over the past decade. Rosebank's position as a commercial and retail hub makes it a logical choice — plenty of foot traffic, easy access, and the kind of affluent demographic willing to pay extra for premium formats.

The broader question is whether South Africa's cinema market can support continued expansion of premium formats. IMAX theaters require significant capital investment, ongoing technology licensing fees, and higher operational costs. They only make financial sense if enough people consistently choose them over standard screenings.

But if you're going to make that bet, horror is actually a smart genre to lead with. Horror fans are notoriously devoted to the theatrical experience, and a film like The Mummy — with presumably lots of atmosphere, darkness, and things jumping out at you — should play well in IMAX's immersive environment.

What's Next

Whether this IMAX location becomes a regular destination will depend largely on the film slate that follows The Mummy. One splashy opening doesn't make a sustainable business model. Ster-Kinekor will need to secure consistent access to films formatted for IMAX and convince audiences that the premium experience justifies regular visits.

For now, though, South African film fans have a new toy to play with, and Lee Cronin's Mummy gets to be the guinea pig. Not the worst way to spend a Friday night, assuming you're not afraid of ancient curses or premium ticket prices.

The real winners here? Anyone who's been waiting for a reason to see horror the way it's meant to be seen — loud, dark, and big enough that you can't check your phone without everyone noticing.