Cinépolis and Crax Unveil First-Ever Flavour Collaboration, Launching a Bold New Chapter in flavour innovation

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. 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. This one-of-a-kind limited edition flavour drop is poised to hit all Cinépolis outlets nationwide.

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. 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.

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.”

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.”

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. 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. It’s a bold move that reflects the brand’s evolving approach towards entertainment.

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.