PT Nusantara Sejahtera Raya (Cinema XXI)


Industry Champions of the Year

PT Nusantara Sejahtera Raya (Cinema XXI)

Industry Champions of the Year



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.

about PT Nusantara Sejahtera Raya (Cinema XXI)

Lights, Camera, Success

How Indonesia’s biggest cinema chain reel went after market domination. 

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.

As the industry leader, Cinema XXI is committed to delivering an affordable, ultimate movie experience of uncompromised quality to Indonesian movie-goers. Besides the quality of its cinemas, Cinema XXI also provides a variety of good food and beverages in its XXI Cafe and The Premiere restaurants. All food and beverages are processed hygienically from high quality ingredients, and feature the use of non-GMO popcorn kernels and organic sugar. 

The best cinema is only as good as the movies it screens. Keeping this in mind, Cinema XXI actively nurtures good relationships with national producers, directors as well as actors. These relationships provide Cinema XXI with exclusive and meaningful insight into the film industry, which is important in order to help propel Indonesia’s national film industry forward. Cinema XXI is also actively involved in the Cinema Exhibitor Association of Indonesia to foster the growth of the cinema and film industry in the country. In fact, a few years ago Indonesians were reluctant to watch movies in cinemas due to the lack of choice of national movies and disinterest in those movies in general. Together with the industry players, Cinema XXI created a number of initiatives to support the growth of national films. For the past three years, the national film industry has continued to grow. In 2019, national films obtained 52 million viewers, meaning that one movie is, on average, watched by 400,000 people.

In recent years, Cinema XXI has received numerous awards and recognition. In 2016, the company received The Best in Building and Managing Corporate Image 2016 from Tempo Media Group and Frontier Consulting Group. For three consecutive years, namely 2017, 2018, and 2019, Cinema XXI was presented with the World Branding Award in Kensington Palace, London in the Best Brand in the Entertainment Cinema Category (Nation Tier). On top of that, Warta Ekonomi Media also gave the Millennials Top Brand Award 2019 to the company for being able to win the hearts of its Millennial consumers. In 2020, Cinema XXI was awarded two prestigious national awards and one international award. The first one was being Top Digital Company Award 2020 by Marketing Group and Digital One Frontier Group and Better Brand Awards 2020 in the Cinema Service category from Infobank Media Group. The App Annie Top Publisher Awards 2020 is the first international award Cinema XXI had received this year.

Corporate social responsibility (CSR) is an important aspect of business. Cinema XXI is committed to implementing a series of CSR activities related to its core business, that is film screening. In light of this, Cinema XXI has collaborated with a number of partners to hold film screenings for less-fortunate children and children with cancer. 

“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

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