PT Nusantara Sejahtera Raya (Cinema XXI) was established in 1987 and registered in Jakarta, Indonesia. It is the first and largest cinema chain company in Indonesia, owning 57 percent of screens in Indonesia. The cinema chain’s 218 sites house more than 1,180 screens across 52 cities in the country.

Cinema XXI prides itself on its innovation and quality of its cinemas; from its pristine white screens and Christie Laser Projectors, to providing its cinema-goers with the IMAX® experience (including the first IMAX with Laser in its Gandaria City IMAX with Laser theatre), and halls fitted with the advanced Dolby Atmos sound system.

With growing competition, Cinema XXI maintains its majority market share with several strategies. Expansion is always in the works, with plans on opening up cinemas in cities currently without cinemas. Cinema XXI also provides movie-goers with options of cinematic experiences, ranging from the most affordable tickets to exclusive ones via The Premiere (a cinema concept conceived to provide movie-goers with first-class facilities such as a special lobby and a special sofa that feels like an airplane’s business class sofa with blankets).

Cinema XXI also ensures it is up-to-date on advanced cinema technology, bringing the best technology to its cinemas to enhance the cinematic experience of its movie-goers. Cinema XXI has recently introduced the latest technology in the cinema industry, IMAX with Laser. Besides IMAX with Laser, Cinema XXI has six studios that are equipped with IMAX. On top of that, a number of studios in Cinema XXI has been equipped with the Dolby Atmos sound quality and some have been equipped by Christie Laser 4K projectors.

Cinema XXI continues to put effort into reaching a wide range of consumers, both online and offline. Cinema XXI is very active on social media which includes Instagram, Facebook, Twitter, TikTok and YouTube. It has gained exposure via a series of successful roadshows titled #NgobrolAsikdiXXI. To date, the roadshow has been held in four cities over Indonesia. Feedback received during the roadshow is used to continuously improve the overall movie-going experience that is to provide the affordable and ultimate movie experience to all Indonesians. At the same time, Cinema XXI seeks to educate Indonesians on manners and cinema etiquette, in a move to start a communal mindset of maintaining cleanliness and comfort in cinemas. Cinema XXI aims to be a meeting place where friends and families spend time together watching movies, and enjoying food and drinks at its cafes. In a nutshell, Cinema XXI is the second home to  all Indonesian movie-goers.

Being up-to-date on the shift in consumer behaviour, Cinema XXI has enhanced its mobile ticketing application – MTix. Initially an app for purchasing cinema tickets online, it has now been expanded to including food and beverages as well as being a platform that showcases various e-voucher promotions. In the future, consumers will be able to redeem their points from a number of Cinema XXI partners, which include banks and e-commerce merchants. The development of M-Tix’s new features is a manifestation of Cinema XXI’s commitment to embracing digital technology in keeping with the market needs, especially those from Generation Y or the Millennials, as well as those from Generation Z.