There are still many, many people who have not experienced a movie or television

Pat Pillai Ster Kinekor Mobile

The chain, Ster Kinekor, hopes that those who come along will turn into ticket-buying audience members as their access to cinemas and disposable income increases.

Only four million out of a total population of more than 40 million South Africans are estimated to go to the cinema.

The existing cinemas are often in urban areas catering for those who can afford it.

And Ster Kinekor has realised that their future depends on the rest of the population having an interest in films.

"There are still many, many people who have not experienced a movie or television," Pat Pillai, Managing Director of Ster Kinekor Mobile said.

"When I say a few, I mean a few million.

Most films shown are American blockbusters

"Our return on this investment is that in the years to come, the young people... as they urbanize they will want to see a movie and pay the ticket price," Mr Pillai said.

He hopes to reach six million people in the next two years, and plans to convert another 10 vans soon.

Ster Kinekor also sends mobile units to mine hostels, military bases, schools and universities where students cannot afford the price of a film.

The films shown are usually American action movies featuring loud music and big bangs. There are also special matinees, which draw up to 1,000 children.

'Bigger scale'

The equipment is set up inside local halls seating several hundred people. Admission is currently free.

"It's almost the same as television, only the people are bigger," one audience-member, Gugulethu Mawasha, said.

The idea of mobile cinemas is not new - but no-one has done it on this scale or with such modern equipment before.

"We're operating on a much bigger scale," says Mr Pillai. "But we have to be realistic. South Africa is not going to suddenly urbanise in five years time. So for many years to come, Ster Kinekor Mobile will have a role to play."

Analysts agree that there is a huge untapped market, but they warn that many other services - from lottery tickets to mobile phones - are also vying for disposable incomes.