Yvonne Diogo is the marketing manager of Cinemark. Established in 1971, Cinemark is a premiere advertising sales company representing Ster-Kinekor and select independent cinemas. Initially founded through a tri-company merger, Cinemark was subsequently bought by Primedia, one of the largest media players in South Africa. It provides a platform for advertisers to utilise the cinema medium for marketing, based on the fact that it is a medium that boasts high visual impact and evocative sound, engaging attentive and captive audiences while they are in a relaxed and receptive mood.