HOW CINEPOLIS AND CRAX ARE TRANSFORMING IN-CINEMA FOOD EXPERIENCE

Cinépolis and Crax are showcasing how two industries-cinema and packaged food-can come together to craft memorable experiences and long-term business growth.

- BY VAISHNAVI GUPTA

In today's fast-evolving consumer landscape, innovation in food and beverage (F&B) has become just as important as the core service being offered. For cinema operators, the ritual of enjoying snacks during a movie remains one of the most powerful touchpoints for consumer delight. Cinépolis India, one of the country's leading cinema chains, has recognized this and taken it several steps forward through a unique partnership with DFM Foods' flagship brand Crax. Together, they have introduced an innovative popcorn-cheese balls tub, merging two beloved snacking experiences into one, with the aim of elevating the in-cinema food journey.

With insights drawn from over five decades of global cinema operations and more than 35 years of food innovation, Cinépolis and Crax are showcasing how two industries—cinema and packaged food—can come together to craft memorable experiences and long-term business growth.

The Ethos of Collaboration

Partnerships, as Devang Sampat, Managing Director of Cinépolis India, pointed out, are not merely transactional. They are built on shared values and the ability to execute at speed. “If you want to walk fast, walk alone, but if you want to walk far, then walk with a partner,” he said, encapsulating the spirit of the collaboration.

Sampat explained that Cinépolis had long been keen to add a new dimension to its hero product: popcorn. “We’ve been operating in the country for the last 15 years, but popcorn sales were becoming monotonous. Every time you go to a cinema, it’s true that you want to have popcorn in hand, but the question was—how do we elevate that experience? Cheese was the fastest-growing popcorn category, and we saw Crax as the perfect partner to make this happen.”

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