Launched in 2014 to enhance the Indonesian cinema exhibition landscape, Cinemaxx is poised to be one of the country’s largest and most preferred motion picture exhibitors with plans for more than 2,000 screens in 85 cities over the next 10 years, which will make it the dominant exhibitor in Indonesia. Being one of the first in Indonesia to adopt Movio Cinema, integrated with Vista Cinema Point-of-Sale technology, will enable Cinemaxx to engage directly with its audience by learning from their preferences and buying choices, thus offering options better suited to the moviegoers.
As part of its commitment to provide patrons with a distinctive movie entertainment experience, Cinemaxx offers Ultra XD and Cinemaxx Gold formats. Ultra XD is the giant-screen immersive format that features an ultra-wide, high-gain curved screen and a high-powered digital projection system. Meanwhile Cinemaxx Gold, the exhibitor’s premier offering, provides a truly first class experience including exquisite dining choices served by attendants on call and seating in twin-motor leather recliners.
“Indonesia is a growth region for theatrical exhibition,” says Movio CEO Will Palmer. “We’re very excited to be in business with Cinemaxx, which we recognize as a crucial player in the expanding theatrical landscape in that country. Indonesia’s population loves films and yet there is a paucity of quality screens available relative to the population. Cinemaxx has realized that opportunity and is committed to bringing a high quality product to this avid audience, especially in previously underserved cities across the country.”
Despite a rising middle class, demographics that skew young and the world's fourth-largest population (250 million), Indonesian box office was just $250M last year, largely due to inadequate exhibition infrastructure. With just over 900 screens, the country has just one screen for about 270,000 people. Nearby Singapore, by contrast, has one screen for every 25,000 residents.
“Cinemaxx is committed to provide the best cinema experience to the moviegoers in Indonesia,” says Cinemaxx CEO Brian Riady. “By partnering with Movio, Cinemaxx will be able to significantly enhance the effectiveness and attractiveness of the offering to the moviegoers and thus further up scaling the cinematic experience of the film patrons in Indonesia.”