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CINEMA 21 is the largest movie theater chain in Indonesia. It serves 30 cities in Indonesia.
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Along with the demands of the times, CINEMA 21 has conducted a number of improvements and innovations, among which are to form a network movie theater into 3 separate brands, namely Cinema 21, Cinema XXI and The Premiere to target different markets. This movie network spread across several major cities throughout the archipelago and most of them located in shopping centers with Hollywood and Indonesian movies as the main menu, equipped with Dolby Digital and THX sound system.
CINEMA 21
CINEMA 21 largest cinema network has spread across the archipelago. Before Cinema XXI standing, Cinema 21 controlled the overall market share of Indonesian moviegoers with varying ticket prices applied and the types of films shown, in accordance with the location and the intended target.
After Cinema XXI was established, slowly Cinema 21 turned into second-class cinema network, with most of the films are local movies and foreign films that are not playing at the Cinema XXI again. But this condition does not apply in smaller cities outside Jakarta which haven't yet have Cinema XXI and where there are not many Cinema 21 available.
In general, most of CINEMA 21 studios are equipped with Dolby Digital sound systems, and even some of those are THX certified such as Hollywood KC (now Hollywood XXI), Karawaci and Mega (now Pluit Village XXI) in Jakarta. Not only that, some Cinema 21 even adapted the atmosphere and comfort equivalent to Cinema XXI. But again, it is based on the targeted market share and the agreement with the shopping centers management.
Cinema XXI
Cinema XXI was first established in 2004 in the Plaza Indonesia Entertainment X'nter (closed on 30 June 2014), with 4 regular theaters and 2 Premiere theaters. This Cinema XXI (named Studio XXI) is the only Cinema XXI that uses exclusive sofas in all of their theaters, and has a THX certificate in all of their theaters. Its closure was widely reported by news outlets in Indonesia and rumors say that the sofas used in that cinema are still kept.
The majority of films that played at Cinema XXI studios are Hollywood movies, both the latest, and past movies that haven't got the chance to be screened before. Some Cinema XXI studios also show Indonesian movies, based on the location and the targeted market share of the shopping centers the cinema is located in.
Some Cinema 21 studios are also renovated and turned into Cinema XXI, with the addition of carpet, design changes, and replacement of the studio chairs. Some of them are, Anggrek XXI, BSM XXI, Plaza Senayan XXI (formerly Senayan 21), Puri XXI, Djakarta XXI and Metropole XXI (formerly Megaria 21). Especially for Plaza Senayan XXI, renovations undertaken a total overhaul, including movie theaters and the addition of several studios became 8 regular theaters and 2 Premiere theaters. The total renovation time took almost 7 months.
To reach the entire audience, some shopping centers have more than one movie theaters in it, like Mal Kelapa Gading with Gading 21 and Gading XXI; Pondok Indah Mall which has Pondok Indah 1 XXI and Pondok Indah 2 XXI; Supermall Karawaci with Karawaci 21 and Karawaci XXI; Manado Town Square with Mantos 1 XXI and Mantos 3 XXI; Panakkukang Mall with Panakkukang 21 and Panakkukang XXI; Tunjungan Plaza with Tunjungan XXI, Tunjungan 3 XXI and Tunjungan 5 XXI; and Supermal Pakuwon Indah with Supermal XXI and Pakuwon Mall XXI. Synergies between 21 and XXI in it was maintained either by rotation of the film which was shown along with hours of play.
Each year, the emergence of Cinema XXI in major cities continue to increase, replacing the appearance of Cinema 21. Not only that, some existing Cinema 21 and Cinema XXI studios are still doing renovations to better themselves.
At the end of 2008, along with the development of 3D technology and the increasingly rampant films based on that format, Cinema XXI helped to apply the technology Dolby 3D Digital Cinema in several XXI, like Plaza Senayan XXI, Studio XXI, Pondok Indah XXI, Gading XXI and Puri XXI in Jakarta, as well as several other major cities such as Serpong XXI Tangerang, CiWalk XXI Bandung Sutos XXI Surabaya and CSB XXI Cirebon with a special ticket price.
The Premiere
The Premiere is targeted for movie lovers who want luxurious facilities, a concept of cinema that is equipped with all the luxuries, including a special lobby, special sofa that feels like an airplane's business class sofa with blankets and other luxuries.
The Premiere -until now- is only available on several XXI Cinema, such as Baywalk, Gading, Plaza Senayan, Senayan City, Pondok Indah, Emporium Pluit, Kasablanka, Kemang Village, Beach Walk, Lotte Shopping Avenue, Gandaria and Puri with the price range of IDR 60,000 to 250,000.
Bandung is the first city that has The Premiere outside Jakarta. Opened on May 1, 2009, The Premiere in Bandung is located at Cihampelas Walk.
Surabaya is the second city that has The Premiere outside Jakarta. Opened on Oct 10, 2010, The Premiere in Surabaya is located at Grand City.
Bali is the third city that has The Premiere outside Jakarta. Opened in Oct 12, 2012, The Premiere in Bali is located at Beach Walk.
Mobile ticketing
To complete the comfort of the spectators, they have now launched a mobile ticketing system (MTix), for booking tickets through the SMS, telephone, and the website.
For now, MTix is only available in several Cinema 21 and Cinema XXI. Viewers who want to use this facility must come to the relevant Cinema 21 or Cinema XXI counter for the registration process, or register online.