For the last 2 weeks Ster-Kinekor had flighted an ad on TV that piqued my interest. It features four vehicles, an out of control kerosene tanker, a decrepit truck filled with fireworks, a party pick-up truck filled with glitter and a circus lorry filled with parachuting snakes – all travelling on a collision course.

The ad ends on a rather curious note. Or should I say, does not end, at least not on the small screen.

The end of the mysterious advert was revealed to the media and movie goers last night at the ‘Great Moments at Their Greatest’ event in Sandton. I have to say, the ad was great preparation for the movie The Bourne Legacy, which was the movie feature.

The idea behind the advert is building up an action-packed scenario in the TV ad, which culminates in ...something audiences are teased into chasing to Ster-Kinekor to discover. The ad does have an end, which will be flighted at cinemas across the country from today.

It is evident from the scale of the advert that Ster-Kinekor is conveying that movies are meant for the big screen. With DVDs and Blue-Rays, TV, iPads, cellphones and other small screen devices that seem to diminish the magic of the big cinema screen, the company invites movie lovers to what gave the movies they love the magic in the first place, the big screen!

'We want to reposition cinema because movies were not made for the small screen. There is nothing like seeing a movie at the cinema, because of the big screen, big sound, big coke and pop corn. And we want South Africans to remember that as it's the only thing that does justice to any movie,' said Doug Place, Marketing Executive for Ster-Kinekor.