Cinépolis Crax Collaboration Brings Bold New Popcorn Flavour
Newz Daddy Entertainment Updates
In a move that’s set to shake up India’s cinema snack scene, Cinépolis India has announced its first-ever brand collaboration with Crax, one of the country’s most iconic and beloved snack brands. The collaboration reflects a growing trend of cinema chains partnering with food brands to create exclusive, limited-edition snacks that elevate the movie-going experience. Globally, similar partnerships have helped cinemas increase food sales while offering fans something exciting beyond the film itself.
As part of this innovation initiative, the two giants are coming together to introduce a disruptive and delightfully bold new popcorn flavour, fusing the nostalgia of Crax Cheeseballs with the irresistible movie-time magic of Cinépolis popcorn. Popcorn remains one of the most popular snacks worldwide, and combining it with an iconic Indian snack like Crax Cheeseballs is a clever way to merge tradition, fun, and novelty for cinema audiences. Limited edition flavours also drive excitement and exclusivity, encouraging movie-goers to visit more often.
This one-of-a-kind limited edition flavour drop is poised to hit all Cinépolis outlets nationwide. Cinépolis India, known for its premium cinema experience, has expanded rapidly across metropolitan and tier-2 cities, providing not just films but a curated entertainment experience. By introducing unique F&B collaborations, the chain continues to engage audiences in fresh and interactive ways.
Commenting on the launch, Devang Sampat, Managing Director, Cinépolis India, said, “At Cinépolis, we’re constantly looking at ways to enhance the experience and go beyond the expected. This collaboration with Crax is a bold leap into flavour innovation. We’re thrilled to be partnering with a brand that understands fun, irreverence, and bold snacking just like we do.”
His statement highlights how cinema chains today are prioritising multi-sensory experiences. Research shows that customers remember a movie more positively when paired with unique food experiences, creating an emotional connection with the brand. This collaboration is a step towards making the concession stand an integral part of the cinema visit.
Echoing this sentiment, Vipul Prakash, CEO of DFM Foods, shared, “For us, this was a chance to bring our flavour to a space it’s never been before. Cinépolis has the perfect platform for something this fun and experimental. It’s a fresh way to connect with audiences where enjoyment and flavour naturally come together inside the cinema.”
Crax, produced by DFM Foods, has long been associated with playful, bold, and nostalgic flavours. By entering cinema snack culture, the brand taps into a high-energy, social, and youth-driven market where snacking is as much about taste as it is about sharing fun experiences with friends and family.
This collaboration marks a new chapter in the brand’s food & beverage journey. It signals a shift toward high-energy, pop-culture-inspired snacking, where every bite has a story. Across the world, cinema chains have started curating “Instagrammable” and experimental foods to appeal to younger audiences, creating a trend where movie-time snacks become a lifestyle experience.
By joining forces with Crax, a name known for its spirit and bold flavours, Cinépolis is delivering more than just popcorn; it’s creating an experience that starts at the concession counter and follows you right to your seat. Snack innovations like these strengthen the cinema brand’s personality, giving audiences new reasons to return beyond the film schedule.
As a leading name in premium cinema experiences, Cinépolis has consistently aimed to go beyond just film, offering comfort, innovation, and hospitality at every touchpoint. With over 80 locations across India, Cinépolis continues to redefine the movie-going experience with luxury seating, immersive screens, and now, bold snack innovations. This collaboration marks a natural progression in its strategy to surprise and delight audiences not just on screen, but through every part of their visit, including what they eat.
With a strong presence across cities, Cinépolis continues to redefine the cinema experience through innovation and customer-focused offerings. This first-of-its-kind collaboration with Crax marks a significant step in its evolving F&B strategy, blending flavour with entertainment in a way that resonates with today’s audiences. It reinforces Cinépolis’ commitment to creating memorable, multi-sensory moments beyond the screen.