Cinepolis India, a movie exhibitor chain, launched three novel flavours 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 flavours, according to GlobalData, a leading data and analytics company.
Raviteja Neralla, Consumer Analyst at GlobalData, said that the summer season was when the children got their breaks from their school curriculums for a significant period. Their participation in various leisure activities, such as sports and watching movies, increased significantly in this period. With movies specifically aimed at children and teenagers, film production companies and exhibitors try to tap the demand increase during this season. Cinepolis India’s choice of flavours underlined its aim to target children.
“Kala Khatta is one of the popular flavours among Indian children,” said Neralla.
Francis Gabriel Godad, Business Development Manager, GlobalData India, stated that: Indian cinemas have been growing through a period of resurgence after the adverse impact of the COVID-19 pandemic. He continued that cinemas would see immense growth in their footfall in the next few years.
Concurrently, there will be significant growth in their food and beverage sales too. According to GlobalData’s food service 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 percent during 2021–2026; sales value will grow at a robust CAGR of 11.2 percent 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 said millennials spent more than their older counterparts on food and drinks when visiting leisure venues. According to GlobalData’s 2023 first-quarter consumer survey, 25 percent of Indian consumers considered their spending on food and drinks at leisure venues, such as theme parks and cinemas, very high. This percentage jumps to 29 percent for millennial consumers in the survey.
“Novelty in offerings is an important factor in attracting millennials,” added Neralla.
According to the same survey, 36 percent of Indian millennials stated that the novelty and uniqueness of a product was an essential feature while making a purchase; this percentage was 33 percent when all age groups were considered.
Nerella explained that it was because many millennials are now parents of school-going children. Therefore, Cinepolis’ decision to enhance its beverage assortment could be called a double strategy to attract children and their parents.
“Local flavours inspire all three new beverages by Cinepolis. 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 flavour, while the Mango Magic flavour offers the sweetness of mango, a regularly consumed fruit during Indian summers.”
Nerella concluded that Indians loved to choose local tastes while purchasing food and beverages, along with popcorn and carbonated beverages, at theatres.
“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 behaviour.”
