The Jakarta Post
With the rebranding, Cinépolis seeks to provide moviegoers with RGB laser projected screens in all of their auditoriums. (Courtesy of Cinepolis/File)
Indonesian theater chain Cinemaxx has been rebranded as Cinépolis.
The announcement was made on Wednesday together with the opening of its newest branch, located at Pejaten Village shopping mall in South Jakarta.
Cinépolis is the world’s fourth-largest theater chain, according to Verdict. The company was founded in Mexico and has been in the theater business for 48 years, operating in 18 countries, with 836 cinemas worldwide.
“The rebranding marks a major step in our aspiration to become a truly dominant force in the Indonesian theater industry. Cinépolis is a pioneer in theater innovation and a global leader, with a presence in 18 countries worldwide, and we are excited and proud to carry the brand,” said Brian Riady, executive director of Lippo Group.
All 56 Cinemaxx cinemas have rebranded to Cinépolis, with four more projected to open before the end of this year.
Present during the launch was Javier Sotomayor, managing director of Asia and Middle East Cinépolis, who explained that the company's plan to expand to Indonesia started almost 10 years ago. There are several reasons as to why the company has decided to invest in Indonesia, including it being the fourth-largest country in terms of population and having stable economic growth.
“The number of screens in Indonesia is relatively low. We use the ratio of number of screens per thousand people and Indonesia ranks at the bottom of this ratio. There are many opportunities to open more and more screens,” Sotomayor said.
Earlier this year, Cinépolis reportedly held a 40 percent share in Cinemaxx. But when asked during the event, both parties refused to disclose the exact figure. However, Brian stated there was a possibility of further expansion.
“As part of the first phase of their investment, they’ve taken a significant minority stake in the company. With time, as the company continues to grow, they could increase their stake,” Brian explained.
With the rebranding, Cinépolis seeks to provide moviegoers with RGB laser projected screens in all of its auditoriums.
Cinépolis Pejaten Village is the first to fully embody the brand's facilities, with two of its auditoriums integrating the “double-decker” concept, combining both Cinépolis VIP seats (a double-seater sofa) and regular seats in the same auditorium.
Cinépolis hopes to provide more auditorium options in the near future, including Cinépolis Junior for parents and children, Cinépolis JOMO for millennials that boasts bean bags and an Instagrammable design; and Cinépolis LUXE, which is said to provide a more luxurious watching experience. (kes)
The writer is an intern at The Jakarta Post.
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