XXI
- Company typePublic
- Founded1987
- HeadquartersJakarta, Indonesia
- Headcount—
- GTM typeB2C
- OfferingServices
XXI firmographics
Firmographics- Name
- XXI
- Legal name
- PT Nusantara Sejahtera Raya Tbk
- Website
- https://cinema21.co.id
- Company type
- Public
- Founded year
- 1987
- Operating status
- Operating
- Ownership category
- akta.pro rank
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 XXI is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
XXI business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Cinema Ticket Sales: Primary revenue driver contributing 60.6% of Q1 2026 revenue (IDR665.3 billion). Revenue from admission tickets across all theater formats including Deluxe, Premiere, and IMAX screens
- Food and Beverage (F&B): F&B segment contributed 32.6% of Q1 2026 revenue (IDR357.6 billion). Includes popcorn, beverages, and meals from XXI Café, XXI Lounge, Hello Sunday, XXI Café Box, and The Premiere Café outlets within cinemas
- Advertising: Brand advertising and promotional programs displayed on cinema screens and throughout cinema locations. Comprehensive advertising programs available to reach millions of movie-goers nationwide
- Partnership and Brand Promotions: Partnership programs allowing brands to promote products and services to Cinema XXI's extensive movie-goer audience across Indonesia
- Studio Booking: Private studio rentals for special events, corporate functions, seminars, talk shows, social gatherings, birthday parties, and private screenings
- m.food Digital Ordering: Online F&B ordering integrated within m.tix platform, launched in 2021 for enhanced customer convenience
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
XXI product offering
Product offeringCore offering
XXI operates the largest cinema chain in Indonesia with 268 locations and 1,391 screens across 55 cities, offering three tiers of movie exhibition experiences (Deluxe Theater, The Premiere, and IMAX). The company sells cinema tickets, food and beverages through multiple in-cinema outlets, and complementary advertising and studio booking services. Its m.tix digital platform enables mobile ticket purchasing, seat selection, and food ordering.
Product overview
Cinema XXI operates as a multi-tiered cinema chain platform with three distinct cinema experience tiers (Deluxe Theater, The Premiere, and IMAX), supported by a comprehensive food and beverage portfolio (XXI Café, The Premiere Café, XXI Lounge, XXI Café Box, Hello Sunday), a digital ticketing and ordering mobile application (m.tix with m.food), and business services (Studio Booking, Advertising, Partnership). The platform is built around providing accessible entertainment at the Deluxe tier while offering premium upsells through The Premiere and IMAX experiences, with F&B outlets integrated throughout to enhance the moviegoing experience and drive additional revenue.
Differentiator
Problem solved
Functional benefit
Brands
- m.tix: Mobile application for hassle-free ticket and snacks purchase, launched in 2006 as SMS-based ticket ordering system, developed into online-based application
- XXI Café
- The Premiere Café
- XXI Lounge
- XXI Café Box
- Hello Sunday
- IMAX
- The Premiere
- Deluxe Theater
Products and services
- Deluxe Theater
Quantifiable outcome
- 18.2% year-over-year revenue growth in Q1 2026, reaching IDR1.1 trillion
- +4 more outcomes
Companies that use XXI
Customer profileSegments3 records
Ideal customer profiles2 records
XXI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
XXI partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- French Embassy in Indonesia / Institut Français d'Indonésie (IFI)coreCinema XXI partners with the French Embassy and Institut Français d'Indonésie to host Festival Sinema Prancis (French Film Festival), first held in 1996. This festival offers Indonesian audiences a variety of French movies reflecting diversity and quality.
- Indonesian Film FoundationcoreCinema XXI fully supports the Indonesian Film Festival (FFI), the highest awarding event for Indonesian film industry. First held in 1955, FFI evaluates locally produced films and serves as a map to read dynamics of the Indonesian film industry. Cinema XXI provides venue for judging process.
- NETPAC (Network for the Promotion of Asian Cinema)coreCinema XXI collaborates with NETPAC for JAFF (Jogja-NETPAC Asian Film Festival), the biggest film festival in Indonesia. JAFF focuses on Asian cinema development and provides intersection for arts, culture, and tourism sectors. First held in 2006.
- Indonesian Ministry of Foreign AffairscoreArts Lumiere Indonesia Festival (ALIF) is organized by the Ministry of Foreign Affairs of the Republic of Indonesia to promote cultural diplomacy through cinema. Festival showcases films from Organization of Islamic Cooperation (OIC) member states with theme of 'Stories of Peace'.
- Alternativa Film ProjectcoreCinema XXI partners with Alternativa Film Project, a nonprofit initiative to support professionals from developing film industries. Indonesia was first chosen as host country in 2024 at Empire XXI cinema in Yogyakarta.
- BalinalecoreBalinale is an annual international film festival held in Bali that showcases diverse independent films from around the world. It serves as platform for filmmaker collaboration through industry forums and promotes cultural exchange, community empowerment, and creative development.
- Payment Partners (E-wallets and Banking Apps)corem.tix digital platform integrates with multiple payment partners including e-wallets and banking applications for seamless transactions. Various payment methods available for hassle-free ticket and F&B purchases through the mobile application.
Scale indicators15 records
Recent moves7 records
Expansion highlights6 records
XXI competitors and assessment
Company assessmentDirect peers
- CGV Cinemas: Operates multiplex cinemas in Indonesia (and across Asia), directly competing with Cinema XXI in the same metropolitan markets with comparable pricing tiers and premium offerings (4DX, ScreenX, IMAX).
- Platinum Cineplex: Indonesian cinema chain operator with a smaller footprint, competing with Cinema XXI in select Indonesian cities with similar multiplex and premium formats.
- Cinépolis: Latin American-origin cinema chain with Indonesian locations, offering premium formats (VIP, 4DX, IMAX) that directly compete with Cinema XXI's Premiere and Deluxe tiers in major Indonesian cities.
Regional players
- TGV Cinemas: Malaysian cinema chain (part of TGV Pictures) with multiplex and premium halls, comparable to Cinema XXI in scale and concept but serving a different geography.
- Shaw Organisation: Singapore's long-established cinema operator with multiplex and premium formats, a comparable Southeast Asian exhibition peer with similar product tiers and F&B integration.
- Golden Screen Cinemas (GSC): Malaysia's largest cinema chain, operating multiplex and premium theatres comparable to Cinema XXI's tiered offering, and a useful regional benchmark for Southeast Asian exhibition economics.
- Major Cineplex Group: Thailand's largest cinema chain and Southeast Asian exhibition leader, a comparable regional operator in cinemas, advertising, and bowling with similar operating model and Asian market dynamics.
- SM Cinema: Philippine cinema chain operated by SM Prime, sharing the Southeast Asian multiplex model with tiered seating and F&B concessions analogous to Cinema XXI's offerings.
Broad incumbents
- Cinemark Holdings: Major US-based cinema chain with international operations, providing a comparable benchmark for Capital intensity, premium format penetration, and F&B strategy.
- AMC Theatres: World's largest cinema chain, serving as a broad US/global benchmark for cinema operations, premium format strategy (IMAX, Dolby), and F&B monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
XXI social profiles
Digital presenceXXI financial estimates
Financial estimateRevenue estimate
Valuation estimate
XXI leadership team
Management profileNumber of profiles
Profiles14 records
XXI subsidiaries and ownership
Company hierarchySubsidiaries11 records
XXI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
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 XXI
What does XXI do?
XXI operates the largest cinema chain in Indonesia with 268 locations and 1,391 screens across 55 cities, offering three tiers of movie exhibition experiences (Deluxe Theater, The Premiere, and IMAX). The company sells cinema tickets, food and beverages through multiple in-cinema outlets, and complementary advertising and studio booking services. Its m.tix digital platform enables mobile ticket purchasing, seat selection, and food ordering.
Is XXI a public or private company?
XXI is a public company. It is classified as public and is currently operating.
When was XXI founded?
XXI was founded in 1987.
Where is XXI based?
XXI is headquartered in Jakarta, Indonesia, in the Asia region.
How does XXI make money?
Six revenue lines are on record. Cinema Ticket Sales are the primary driver. The others are food and Beverage (F&B), advertising, partnership and Brand Promotions, studio Booking and m.food Digital Ordering.
Who are XXI's main competitors?
Direct peers on record are CGV Cinemas, Platinum Cineplex and Cinépolis. Regional players are TGV Cinemas, Shaw Organisation, Golden Screen Cinemas (GSC), Major Cineplex Group and SM Cinema. Broad incumbents are Cinemark Holdings and AMC Theatres.
Does XXI have an API?
No public API is recorded for XXI.
What industry is XXI in?
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.