Cinepolis India, a movie exhibitor chain, launched three novel flavors in its summer cooler beverage assortment: Masala Magic, Mango Magic, and Kala Khatta. This initiative underlines Cinepolis’ plan to work towards enhancing the overall movie-watching experience for Indian movie patrons, mainly children. Along with children, the company also aims to invoke the nostalgia element among adults and make them reminisce about their childhood memories through these flavors, according to GlobalData, a leading data, and analytics company.
Raviteja Neralla, Consumer Analyst at GlobalData, comments: “The summer season is when the children get their breaks from their school curriculums for a significant period. Their participation in a variety of leisure activities, such as sports and watching movies, increases significantly in this period. With movies specifically aimed at children and teenagers, film production companies and exhibitors try to tap the rise in demand during this season. Cinepolis India’s choice of flavors underlines its aim to target children. Kala Khatta is one of the popular flavors among Indian children.”
Francis Gabriel Godad, Business Development Manager, GlobalData India, adds: “Indian cinemas have been growing through a period of resurgence after the adverse impact of the COVID-19 pandemic. In the next few years, cinemas will see immense growth in their footfall. Concurrently, there will be significant growth in their food and beverage sales too. According to GlobalData’s foodservice report for India, the number of transactions in the leisure channel, which comprises cinemas and theatres, will grow at a compound annual growth rate (CAGR) of 5.9% during 2021–2026; sales value will grow at a robust CAGR of 11.2% in this period, underlining a bright outlook for the channel^.
“To benefit from the channel’s bright prospects, multiplex chains will make moves to make the entire experience more attractive for consumers. Cinepolis’ latest initiative underlines the focus of multiplex chains.”
Neralla adds: “Millennials spend more than their older counterparts on food and drinks when they visit leisure venues. According to GlobalData’s 2023 Q1 consumer survey, 25% of Indian consumers consider their spending on food and drinks at leisure venues, such as theme parks and cinemas, very high; this percentage jumps to 29% for millennial consumers in the survey. Novelty in offerings is an important factor to attract millennials. According to the same survey, 36% of Indian millennials stated that novelty/uniqueness of a product is an essential feature while making a purchase; this percentage was 33% when all age groups were considered. Because many millennials are now parents of school-going children, Cinepolis’ decision to enhance its beverage assortment can be called a double-strategy to attract both children and their parents.”
Neralla concludes, “All three new beverages by Cinepolis are inspired by local flavors. Masala Magic offers a blend of tamarind and spices, targeting Indians’ desire for an extra tinge of spices in their food. Kala Khatta offers a tangy jamun flavor while the Mango Magic flavor offers the sweetness of mango, which is a regularly consumed fruit during Indian summers. Indians love to choose local tastes while purchasing food and beverages, along with popcorn and carbonated beverages, at multiplexes. According to Inox Leisure, one of the major multiplex chains in the country, Indians consumed 19.38 lakh samosas, a popular Indian snack, in 2022, underlining this consumer behavior.”
*GlobalData Foodservice Intelligence Center — Market Analyzers, accessed in June 2023
#GlobalData 2023 Q1 Consumer Survey – India, published in May 2023, with 591 respondents
