The impact of digital technology on the viability of cinema industry in Zimbabwe : the case of Rainbow Cinemas Private Limited (2007 - 2012)

Abstract

The general view from literature on the Impact of Digital Technology on the viability of the Cinema Industry is that most countries have embraced digital technology and this has turned the fortunes of the industry for the better. The technology brings with it huge savings in terms of transportation and storage of the 35mm reels and it enables the cinema industry to screen movies on day and date with countries like America. Digital technology is also a tool that is being used to fight piracy which has become a major threat not only to the cinema industry but to the whole arts and entertainment industry especially the music industry.

In an endeavour to place the problem into perspective, the research objectives were to investigate the impact of digital technology on the viability of the Cinema industry in Zimbabwe. Empirical data was obtained through face-to-face interviews and questionnaires. The respondents were management and staff of Rainbow Cinemas and the movie goers or patrons. Qualitative and quantitative methods were both used and data gathered was analysed through Data Displays in the form of content analytic summary tables and graphs.

The study found that the cinema industry in Zimbabwe is still to embrace new technology as most players in the industry are still to be digitalised and they are still using 35mm projectors which are being phased out in most parts of the world. Only one movie house Ster-Kinekor which is part of the Ster-Kinekor South Africa has fully digitalised its Eastgate branch with two auditoriums equipped with 3D projection system. Piracy have hit hard on the cinema industry in Zimbabwe with the industry struggling to survive in face of huge operating cost like salaries and wages, utility bills and film hire costs and rentals against low cinema attendances. Most movies are released in the cinema 6 months after their release date from Hollywood production studios and they will have flooded the pirated DVD market.

In view of these findings this study recommends that the Digital technology is the way to go if the cinema industry in Zimbabwe is to survive. Partnership with suppliers and other strategic partners is recommended in order to mitigate the financial challenges facing the industry for it to fully digitalize. There is also need for government and the financial sector to help in reviving this industry through putting in place strict anti-piracy policies and offering loans respectively.