Ster-Kinekor’s Morvies Club Ad Falls Flat: Why Moviegoers Felt Misled

South Africans love their cinema escapes whether it’s the buttery popcorn, the big-screen action, or simply the tradition of catching a film with friends. But for one local moviegoer, the promise of “bottomless movie tickets” from Ster-Kinekor’s Morvies Club subscription felt too good to be true. Turns out, he was right.

A recent consumer complaint has landed the cinema giant in hot water with the Advertising Regulatory Board (ARB), which has now ruled that Ster-Kinekor’s popular subscription ad fell short of advertising standards.

The Promise vs. The Fine Print

At first glance, the Morvies Club sounds like a dream: unlimited movies for a fixed monthly fee. The ad even promises “up to five movies a day, every day.” But when the complainant dug deeper, he found some surprising restrictions.

IMAX and Cinema Prestige screenings the most premium formats, often including 2D and 3D showings were not part of the deal. On top of that, a three-month minimum subscription “price lock” was tucked away in the terms, something the ad never spelled out upfront.

To make matters worse, the booking process only flagged these exclusions later in the journey, when customers were already partway through choosing a film.

Ster-Kinekor’s Defence

Ster-Kinekor responded by saying their ads always include a “T&Cs apply” disclaimer, though not always in the ad itself. Space constraints on posters, apps, and social media, they argued, mean they simply redirect customers to their website where the fine print lives.

The cinema chain even showed screenshots of their website’s terms to the ARB and revealed that, in this specific case, they bent the rules for the complainant, cancelling his membership early despite the three-month lock.

The ARB’s Take

The regulator wasn’t convinced. According to its ruling, the phrase “bottomless movies per month” creates a clear expectation that all formats are included. Without an asterisk, disclaimer, or upfront note about exclusions, the ad was deemed misleading.

The ARB acknowledged that ads can’t fit endless fine print, but stressed that even a simple qualifier like a visible “T&Cs apply” note would have avoided confusion. It has now instructed Ster-Kinekor to amend the campaign so it doesn’t give movie lovers a false impression.

Why This Matters for Moviegoers

This isn’t just about one unhappy customer. Subscription services whether for movies, music, or streaming are becoming central to how South Africans budget for entertainment. Transparency is key. When people feel they’re being sold one thing but delivered another, trust erodes quickly.

On social media, some moviegoers echoed the complainant’s frustration, noting that IMAX and Prestige are precisely the formats worth paying extra for. Others shrugged it off, saying the standard screens are enough for the price.

Still, this case highlights a bigger issue: South Africans are becoming more vocal about consumer rights, particularly when it comes to digital subscriptions. Hidden clauses and hard-to-find terms no longer go unnoticed.

A Lesson for Local Brands

Ster-Kinekor isn’t the first brand to trip over fine print, and it won’t be the last. But the ruling is a reminder that in the age of social media, customers don’t just read ads they dissect them.

For movie lovers, the Morvies Club can still be a good deal if you’re happy with regular screenings. But for those who crave the thunder of IMAX or the luxury of Prestige, it pays to read the small print before swiping that card.

{Source: IOL}

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