Cinema XXI
Cinema XXI (PT Nusantara Sejahtera Raya Tbk, IDX: NXRS) is Indonesia's largest cinema chain, operating 1,391 screens across 269 locations in 55 cities for general moviegoers, premium experience seekers, and IMAX-format consumers through Deluxe, The Premiere, and IMAX auditoriums plus the m.tix mobile app.
- Company typePublic
- Founded1999
- HeadquartersJakarta Pusat, Indonesia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Cinema XXI does
Cinema XXI, operated by PT Nusantara Sejahtera Raya Tbk (IDX: NXRS), is Indonesia's largest cinema exhibition chain, with 1,391 screens across 269 locations in 55 cities and 30 regencies as of March 2026. The company runs a tiered theater portfolio: Deluxe (standard, comfortable seating at accessible prices), The Premiere (luxury seating and restaurant-quality in-seat F&B), and IMAX (4K laser projection with up to 20 × 11 meter screens, 12,000-watt audio, and DSL-4D sub-bass speakers). Audio technology includes Dolby Atmos deployed across 86 screens. The company sells tickets, food & beverage concessions (XXI Cafe, The Premiere Cafe, XXI Lounge Cafe), and premium-format surcharges; all F&B products across 251 locations received BPJPH halal certification in November 2024.
The digital layer consists of m.tix, a mobile ticketing app launched in 2006 (originally SMS-based), which handles ticket booking, m.dining in-seat ordering, F&B bundling with no admin fees, and integrations with Indonesian banks and e-wallets (BCA Sakuku, BNI, BRI, OCBC, Danamon, DBS, Allo Bank, GoPay, DANA, ShopeePay). XXI Catering is offered via WhatsApp for events and groups. Ticket pricing is structured by day-of-week, format, and location, with IMAX tickets ranging from approximately Rp35,000 to Rp90,000 and The Premiere commanding premium positioning. Revenue is generated primarily from per-transaction ticket sales, F&B, and premium surcharges.
Cinema XXI's revenue base is consumer-facing and broadly distributed across millions of individual moviegoers with no enterprise customer concentration. The company operates a B2C go-to-market motion leveraging physical locations, a proprietary mobile app, and bank partner promotions. Repeat engagement is driven by the m.tix digital wallet and accumulated purchase history rather than contractual relationships. Public status on the Indonesia Stock Exchange since its NXRS listing, 5,001–10,000 employees, and Deloitte Indonesia Best Managed Company recognition (2023–2024) support a stable, scale-driven operating profile rather than an emerging-growth one.
Cinema XXI firmographics
Firmographics- Name
- Cinema XXI
- Legal name
- PT Nusantara Sejahtera Raya
- Website
- https://21cineplex.com
- Company type
- Public
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Cinema XXI (PT Nusantara Sejahtera Raya Tbk, IDX: NXRS) is Indonesia's largest cinema chain, operating 1,391 screens across 269 locations in 55 cities for general moviegoers, premium experience seekers, and IMAX-format consumers through Deluxe, The Premiere, and IMAX auditoriums plus the m.tix mobile app.
- Ownership category
- akta.pro rank
Cinema XXI industry classification
Industry- Product category
- Cinema Exhibition Services
- NAICS
- Motion Picture Theaters (except Drive-Ins) (512131), Motion Picture and Video Exhibition (51213)
- SIC
- Services-Motion Picture Theaters (7830)
- akta.pro primary industry
- Cinema Chains & Multiplex Operators (MPADAKAA)
- akta.pro secondary industries
- Cinema Concessions & On-site F&B Operations (MPADAKAN), Ticketing & Admissions Platforms (Cinema/Festival) (MPADAKAM)
Keywords
Where Cinema XXI is headquartered
LocationHeadquarters
- HQ city
- Jakarta Pusat
- HQ country
- Indonesia
- HQ region
- Asia
Offices6 records
Markets served
Cinema XXI business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticket Sales: Revenue from selling movie tickets across all theater formats including standard Cinema XXI Deluxe, premium The Premiere, and IMAX screens. Ticket pricing varies by day of week, format type, and location.
- Food and Beverage (F&B): Concession sales at XXI Cafe, The Premiere Cafe, and XXI Lounge Cafe offering popcorn, beverages, and food items. Halal certification obtained in November 2024 covering all F&B products across 251 cinema locations.
- Premium Format Surcharges: Additional revenue from premium viewing experiences including IMAX format surcharge and The Premiere premium seating experience
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | IMAX Standard Pricing - Agora Mall Jakarta |
| Unit Pricing | Pay-as-you-go | IMAX Standard Pricing - Icon Bali |
| Unit Pricing | Pay-as-you-go | IMAX Standard Pricing - Living World Kota Wisata |
| Unit Pricing | Pay-as-you-go | IMAX Premium Pricing - Kelapa Gading Jakarta |
| Unit Pricing | Pay-as-you-go | Deluxe Theater Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Cinema XXI product offering
Product offeringCore offering
Cinema XXI operates Indonesia's largest cinema chain under PT Nusantara Sejahtera Raya Tbk, exhibiting films across 1,391 screens at 269 mall-based locations in 55 cities. It sells tickets across three formats—standard XXI Deluxe, premium The Premiere with luxury seating and restaurant service, and IMAX with 4K laser projection—supplemented by halal-certified food and beverage concessions at XXI Cafe, The Premiere Cafe, and XXI Lounge Cafe. The m.tix mobile app (active since 2006) handles ticket booking, in-seat food ordering via m.dining, and the Sakuku digital wallet.
Product overview
Cinema XXI operates as a multi-format cinema chain under PT Nusantara Sejahtera Raya, offering movie exhibition across several tiered studio brands. The core product is its cinema exhibition service, spanning standard Cinema XXI (XXI) Deluxe theaters with comfortable seating at affordable prices, premium The Premiere studios with luxury seating and restaurant-quality food service, and IMAX auditoriums featuring laser 4K projection and immersive sound. Supporting the physical venues, the company provides m.tix — a mobile ticketing application for booking movie tickets, and m.dining — a food and beverage ordering feature allowing patrons to order from their seats. XXI Cafe and XXI Lounge serve concessions at theaters. Dolby Atmos audio technology is available across 86 Cinema XXI screens. All food and beverage products across Cinema XXI locations hold halal certification.
Differentiator
Problem solved
Functional benefit
Brands
- The Premiere: Premium cinema studio offering luxury seating and restaurant-quality food service with the best service.
- Deluxe
- IMAX
- XXI Cafe
- XXI Lounge Cafe
- The Premiere Cafe
- m.tix
- m.dining
- m.food
Products and services
- Cinema XXI (XXI) Deluxe Standard cinema exhibition format offering comfortable seating at affordable prices for general moviegoers across Indonesia. Customers purchase tickets to view standard and 2D releases at accessible price points.
- The Premiere Premium cinema exhibition format featuring luxury seating, restaurant-quality food and beverage service, and superior customer service for customers willing to pay a premium for enhanced cinema experiences.
- IMAX Large-format cinema exhibition featuring 4K laser projection with 30% higher contrast than standard digital systems, curved screens up to approximately 20 x 11 meters, and 12,000-watt audio systems with DSL-4D sub-bass speakers. Available at 18 Cinema XXI locations across Indonesia.
- m.tix mobile application Proprietary mobile application enabling users to purchase movie tickets, order food and beverages via m.dining, manage digital wallet balance including Sakuku integration, and access customer support for Cinema XXI theaters. Available on iOS and Android.
- XXI Cafe Concession stands and cafe service at Cinema XXI theaters offering halal-certified popcorn, beverages, and food items to moviegoers before or during screenings.
- XXI Lounge Cafe In-theater lounge cafe service at select Cinema XXI locations offering an elevated food and beverage experience to cinema-goers.
- XXI Catering Catering service available via WhatsApp for group and event bookings, allowing organizers to arrange food and beverage packages for parties and corporate screenings at Cinema XXI locations.
Quantifiable outcome
- Halal certification obtained covering 251 locations across 62 cities/regencies with Category A (Excellent) rating from LPPOM MUI
Companies that use Cinema XXI
Customer profileSegments3 records
Ideal customer profiles3 records
Cinema XXI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Cinema XXI partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- IMAX CorporationcoreIMAX provides Cinema XXI with proprietary large-format theater technology including 4K laser projection systems, specially designed curved screens, and immersive audio systems. Cinema XXI operates multiple IMAX locations across Indonesia including latest laser technology venues. IMAX Corporation is a global leader in entertainment technology specializing in large-format cinema experiences.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Cinema XXI competitors and assessment
Company assessmentBroad incumbents
- AMC Theatres: Largest cinema chain in the U.S. with a comparable multi-format strategy (standard, premium large-format, dine-in theaters) and similar F&B concession economics. Broad incumbent reference point for global multiplex operating benchmarks.
- IMAX Corporation: Core technology partner to Cinema XXI since 2012, supplying 4K laser projection systems across 18+ Indonesian screens. Adjacent incumbent — partner and licensor — and a relevant comparable on premium-format economics and content release alignment.
- Cinemark Holdings: U.S.-based multi-format cinema operator with significant international presence (Latin America, Europe). Comparable on ticket-plus-concession revenue mix, screen-format tiering, and loyalty/app engagement.
- Cineworld Group (including Regal Cinemas): Global cinema chain with comparable premium format exposure (IMAX, 4DX, ScreenX). Useful as a broad incumbent comparable for large-format licensing economics and mall-anchored multiplex operations.
Regional players
- VOX Cinemas (Majid Al Futtaim): Leading cinema chain across the Middle East with a luxury/premium format focus (THEATRE, GOLD, IMAX) similar to The Premiere tier. Regional peer for benchmarking premium-format pricing and dine-in concession economics in a non-Asian emerging market.
- Major Cineplex Group: Leading cinema operator in Thailand with comparable mall-based, multi-format model and similar Southeast Asian consumer demographics. Regional comparable for ticket pricing, concession mix, and loyalty/app dynamics in an adjacent ASEAN market.
- PVR INOX: India's largest cinema chain post PVR-INOX merger, operating a similarly tiered format strategy (standard, premium, luxury) across malls. Regional peer useful for benchmarking ARPU uplift from premium formats and digital ticketing penetration in a high-population, price-sensitive market.
- Galaxy Cinema (Vietnam): One of Vietnam's largest cinema chains with mall-based, multi-format operations and strong F&B attach. Comparable as an emerging-market Southeast Asian peer on urbanization-led cinema penetration and digital ticketing adoption.
Direct peers
- CJ CGV (CGV Indonesia): CGV operates one of the largest cinema networks in Indonesia directly competing with Cinema XXI in mall-based multiplexes across major Indonesian cities, including premium formats. Closest like-for-like peer given overlapping Indonesian footprint, customer base, and multi-format strategy.
- Cinépolis Indonesia: Mexican-founded cinema chain with established Indonesian locations competing on premium seating (VIP/junior suites) and large-format screens in major malls. Directly comparable on ticket-and-F&B model, mall-anchored footprint, and Indonesian middle-class customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cinema XXI social profiles
Digital presenceCinema XXI compliance and trust
Trust signalCompliance1 record
Cinema XXI financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cinema XXI leadership team
Management profileNumber of profiles
Cinema XXI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cinema XXI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cinema XXI
What does Cinema XXI do?
Cinema XXI operates Indonesia's largest cinema chain under PT Nusantara Sejahtera Raya Tbk, exhibiting films across 1,391 screens at 269 mall-based locations in 55 cities. It sells tickets across three formats—standard XXI Deluxe, premium The Premiere with luxury seating and restaurant service, and IMAX with 4K laser projection—supplemented by halal-certified food and beverage concessions at XXI Cafe, The Premiere Cafe, and XXI Lounge Cafe. The m.tix mobile app (active since 2006) handles ticket booking, in-seat food ordering via m.dining, and the Sakuku digital wallet.
Is Cinema XXI a public or private company?
Cinema XXI is a public company. It is classified as public and is currently operating.
When was Cinema XXI founded?
Cinema XXI was founded in 1999. It employs 5,001 to 10,000 people.
Where is Cinema XXI based?
Cinema XXI is headquartered in Jakarta Pusat, Indonesia, in the Asia region.
How does Cinema XXI make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are food and Beverage (F&B) and premium Format Surcharges.
Who are Cinema XXI's main competitors?
Broad incumbents on record are AMC Theatres, IMAX Corporation, Cinemark Holdings and Cineworld Group (including Regal Cinemas). Regional players are VOX Cinemas (Majid Al Futtaim), Major Cineplex Group, PVR INOX and Galaxy Cinema (Vietnam). Direct peers are CJ CGV (CGV Indonesia) and Cinépolis Indonesia.
Does Cinema XXI have an API?
No public API is recorded for Cinema XXI.
What industry is Cinema XXI in?
Cinema XXI's product category is Cinema Exhibition Services. Its primary akta.pro industry code is MPADAKAA, Cinema Chains & Multiplex Operators, with a secondary code of MPADAKAN, Cinema Concessions & On-site F&B Operations. Its NAICS code is 512131 and its SIC code is 7830.