Rediculous Cancellation fee

Booked flight tickets in Jun15 to go see the TopGear festival. Found out yesterday that the festival is cancelled & moved to JHB. Call Kulula & spent 30min begging a lady called Silvia at the call centre to help me, Her supervisor (Selena) then tells me that because I bought the tickets on sale, If I pay the cancellation fee I wont really be out of pocket because I would have then spent full price for the tickets?! REALLY!? That cancellation fee amounts to over R2000.00 (4 passengers) which means if I pay it, I wont be able to afford to go to TopGear in JHB & if I use the tickets & fly down I wont be in JHB over that weekend anyways. Talk about being stuck between a rock & a hard place & not one F**** was given in that 30 min conversation. Surely with me informing you 3 months before the flight a business decision can be made?