Mumbai, 2 October 2025 — The vibrant grounds of the SNDT Women’s College in Juhu, abuzz with Durga Puja festivities, became the stage for a moment that blended cultural tradition with cinematic ambition. Bollywood superstar Ajay Devgn, in collaboration with the Vishwa Samudra Group, unveiled Devgn Cinex, the refreshed identity of NY Cinemas. The high-profile launch was not merely a rebranding exercise but the announcement of a bold new chapter in the Indian movie-going experience.
A Cultural Backdrop Meets a Cinematic Vision
The rebranding event was woven seamlessly into the celebrations of the North Bombay Sarbojanin Durga Puja, a festival that has been a hub of Mumbai’s creative and film community since 1948. As the rhythmic beats of the dhak and the fragrance of incense filled the air, the new Devgn Cinex logo was revealed amidst music, lights, and rousing cheers. The timing was deliberate: just as Durga Puja symbolizes new beginnings and collective spirit, so too does Devgn Cinex aspire to create shared experiences that bring people together through cinema.
Ajay Devgn captured this sentiment when he addressed the gathering. “Durga Puja is a celebration of tradition, togetherness, and shared joy. In many ways, cinema does the same — it brings people closer through stories. With Devgn Cinex, our vision is to bring this magic to audiences across India with state-of-the-art formats that allow every emotion and every moment of a film to be experienced at its fullest.”
The choice of venue and festival was more than symbolic. It underscored Devgn Cinex’s promise of fusing cultural heritage with modern technology, creating a cinematic experience that is both rooted in tradition and ready for the future.
From NY Cinemas to Devgn Cinex: A Strategic Leap
NY Cinemas, originally envisioned by Ajay Devgn as a platform to expand quality movie experiences beyond the metros, had already built a reputation for premium yet accessible theatres. The partnership with Vishwa Samudra Group now injects the capital, infrastructure expertise, and ambition needed to scale that vision.
Speaking about the transformation, Shivdutt Das, Executive Director of Vishwa Samudra, emphasized the broader intent: “Devgn Cinex is more than a new name; it is a vision to transform cinema halls into spaces of innovation, comfort, and culture. We are committed to scaling this brand across India.”
The move reflects an evolving entertainment landscape in India. With audiences demanding more than just a film screening — from luxury seating and immersive sound to digital-first engagement and loyalty rewards — Devgn Cinex aims to position itself as the go-to destination for both spectacle and comfort.
Reinventing the Movie-Going Experience
The brand’s new tagline, “Cinema. Reinvented.”, is not just a slogan but a blueprint. Devgn Cinex will invest heavily in premium formats, including large-screen auditoriums with cutting-edge projection and sound technologies, immersive 3D and 4D formats, and luxury seating designed for comfort.
Beyond physical infrastructure, technology will play a central role. Plans include:
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AI-driven personalization to recommend films and offers.
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Seamless app and web platforms for booking, pre-ordering food, and customizing experiences.
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Customer engagement tools, including gamified rewards programs and memberships.
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Integration with digital payment systems and regional-language interfaces to cater to India’s diverse audience.
According to Satish Kottakota, CEO of NY Cinemas, expansion is also a key part of the roadmap. “Devgn Cinex is ready to expand its footprint with new screens planned across the country. Our immediate focus will be metros and tier-1 cities, particularly in South India, where the appetite for cinema is unmatched. This is just the start of a growth story we are excited to share with audiences nationwide.”
This focus on South India is telling. The region has emerged as the heart of India’s theatrical ecosystem in recent years, with record-breaking blockbusters and high audience turnout. By strengthening its presence there, Devgn Cinex positions itself in one of the fastest-growing markets for cinema.
A Star-Studded and Emotional Launch
The launch event carried emotional gravitas. Alongside Ajay Devgn, the ceremony was attended by his wife and acclaimed actress Kajol, adding a touch of Bollywood’s glamour to the proceedings. Mrs. Sonam Shivdutt, wife of Vishwa Samudra’s Executive Director, also joined the celebrations, symbolizing the partnership’s personal and professional commitment to this venture.
The blend of festive atmosphere, cultural resonance, and star presence created a unique narrative: this was not just about corporate strategy, but about creating a brand with soul, identity, and resonance with Indian audiences.
About the Partners
Devgn Cinex emerges as the evolution of NY Cinemas, founded by Ajay Devgn to extend the joy of cinema beyond big cities. Now powered by Vishwa Samudra Group, the brand marries cinematic heritage with digital innovation. With plans to scale across metros and South India, it aims to redefine customer engagement through technology while keeping cultural connection at its core.
The rebranding promises immersive theatres equipped with advanced formats, seamless digital integration, and a focus on community-driven entertainment. In doing so, Devgn Cinex aspires to set new benchmarks for how Indians experience films — not just as viewers, but as participants in a shared cultural moment.
Meanwhile, the parent partner Vishwa Samudra Engineering (VSE) brings its infrastructure prowess to the table. With expertise across roads, ports, irrigation projects, airports, and urban development, VSE has built a reputation for delivering complex projects at speed and scale. Its financial strength and engineering expertise make it an ideal ally in scaling Devgn Cinex nationwide.
A New Era for Indian Cinema
The unveiling of Devgn Cinex at the North Bombay Durga Puja marks more than just a name change. It symbolizes a fresh era where cinema halls evolve into destinations that merge heritage, technology, and culture. In an age when streaming platforms compete for attention, Devgn Cinex is betting on creating experiences so immersive, personalized, and memorable that audiences will continue to choose theatres as their first love.
As the drums of Durga Puja echoed through Juhu, the message was clear: Devgn Cinex is here to reinvent how India watches movies.
