If you missed out on Ster-Kinekor’s record-breaking weekend, go and see Fast & Furious 7 this week, and see if you can help them achieve the biggest record-breaking week in the company’s history.

Ster-Kinekor has announced this morning (07 April) that the record for the biggest weekend box office has once again been broken. The record-breaking weekend, aided by the national release of Fast & Furious 7 on Thursday, 02 April, has driven box office sales and cinema attendances for a weekend to a record high (as well as the biggest Monday in the cinema chain’s recorded history).

This follows the achievement of its biggest box office for a single day – Valentine’s Day – when Fifty Shades of Grey helped smash the company’s previous best box office day by a massive 47% (all figures have been adjusted for inflation).

With Fast & Furious 7 screening at all Ster-Kinekor sites, including its luxurious Cine Prestige cinemas and the immersive IMAX® theatres, the weekend box office numbers beat the previous record for a weekend by more than 25%. The company has also broken its record for the biggest attendance for a Monday by 21%.

“The mood was set with the special pre-release screening of this much-anticipated film in the Fast & Furious franchise, on Wednesday, 01 April. From there on, ticket sales just took off! All our cinemas across the country performed well over the Easter weekend, resulting in it being our biggest and busiest weekend ever, in recorded history,” says Doug Place, Marketing Executive of Ster-Kinekor Theatres.

“Obviously, sites that house our specialised cinema offerings also proved to be the most popular, with many of these sold-out weeks before the film’s release. Watching this film in the comfort of a Cine Prestige theatre or on the massive IMAX screen takes cinema viewing of an action-packed, thrills-and-spills-a-minute film such as Fast & Furious 7 to the next level,” comments Place.

“Whilst Fast & Furious 7 took pole position in racing to these record breaking figures over the long weekend, there were also strong box office performances from other titles currently on the Ster-Kinekor circuit. These include the weekend release of Disney’s Cinderella, Home (now in its second week) and the local film Ballade vir ‘n Enkeling, in its third week on the circuit.

“The question we are now asking ourselves is: how many more box office records will be broken at Ster-Kinekor cinemas this year? With the imminent release of Marvel’s Avengers: Age of Ultron on 24 April locally, a whole week before its official US release, we are also expecting a great performance from this title, considering it will also be available in 3D (unlike Fifty Shades of Grey and Fast & Furious 7) and will also enjoy an IMAX and Cine Prestige release.

Now our friends at Ster-Kinekor have decided to take 3 of our readers and their partners to go watch the movie on the big screen. Competition is running on our twitter handle @TheBookOfSwagSA Name 3 of the cast members with the hashtag; #StrapIn and Win, simple as that!