PT Nusantara Sejahtera Raya (Cinema XXI)

PT Nusantara Sejahtera Raya (Cinema XXI), established in 1987, is Indonesia’s largest cinema chain, operating 57% of the country’s screens across 218 locations in 52 cities. The company is known for its innovation, offering high-end cinema experiences such as IMAX with Laser and Dolby Atmos sound systems.

‍Expanding Market Reach

Cinema XXI continuously expands to new cities while providing a range of ticketing options, from affordable seats to premium luxury experiences through The Premiere. It remains committed to advancing cinema technology, recently introducing IMAX with Laser and Christie Laser 4K projectors across multiple locations.

Digital Transformation and Consumer Engagement

Understanding evolving consumer behavior, Cinema XXI has enhanced its MTix app, allowing customers to book tickets, order food, and access promotions. The company also actively engages audiences through social media campaigns and roadshows like #NgobrolAsikdiXXI, fostering community engagement and cinema etiquette awareness.

Commitment to Quality and the Film Industry

Beyond cinemas, Cinema XXI supports Indonesia’s film industry by collaborating with filmmakers and industry stakeholders. The company plays a vital role in growing the national film sector, contributing to a rise in local film viewership. It also upholds high standards for food and beverages, using non-GMO popcorn kernels and organic sugar.

Recognitions and Corporate Social Responsibility

Cinema XXI has received multiple awards, including the World Branding Award and Millennials Top Brand Award. Its CSR initiatives focus on inclusive film screenings for underprivileged and ill children, reinforcing its commitment to social responsibility.

While the cinematic experience is all about escapism, this Indonesian corporation has built their business on a solid foundation of unique service propositions, differentiated services, and a management style which is forward-thinking and anticipatory instead of reactive - Shanggari Balakrishnan, Chief Executive Officer, MORS Group