Cinemaxx opens flagship theater in Tangerang
Lippo Group’s new big-screen business, PT Cinemaxx Global Pasifik (Cinemaxx), moves fast after a soft opening of their flagship theater at Maxx Box Lippo Karawaci in Tangerang on July 1.
Cinemaxx is the third and latest big-screen company to operate in Indonesia after Cinema 21 and Blitzmegaplex.
The flagship status sees the theater equipped with state-of-the-art entertainment systems like the Ultra XD screens, Immersive Corridor and the Hyperstation screen. The Ultra XD system allows Cinemaxx to provide two gigantic screens, with sizes equivalent to 370 55-inch televisions, in two studios capable of accommodating almost 1,000 audience members.
The Immersive Corridor and the Hyperstation screen provide visitors with entertainment while waiting for their scheduled films to play. The former boasts a lengthy screen on which to play trailers complete with a surround sound-system. For more interactive entertainment, the latter is there for you to watch trailers of your choosing or to play games on the big touch-screen panel.
With its Ultra XD system, Cinemaxx is scheduled to go toe-to-toe with its competitors’ existing technology like Cinema 21’s IMAX system and the 4DX system in Blitzmegaplex. Cinemaxx’s Ultra XD screen is currently priced at Rp 45,000 (US$3.38), lower than the IMAX starting price of Rp 50,000 and 4DX’s Rp 110,000.
“It’s been eight months since we opened our first theater, and now we have already sold one million tickets,” said Cinemaxx head of marketing Infany Suryadji during the soft opening on July 1.
The theater in Tangerang is the company’s 11th cinema complex, with previously opened theaters running a total of 61 screens in areas like Jakarta, Palembang, Ponorogo, Bali, Medan, Cikarang and Yogyakarta.
The company aims to build an additional 2,000 screens at 300 locations in 85 cities over the next ten years.
“We aim to provide theaters in places where a quality big-screen experience has not yet existed. Our theater in Ponorogo, for example, is the first cinema complex over there. Before the theater was built, residents of Ponorogo had to travel to Madiun to watch films,” said Infany.
Finding appropriate locations for such an expansive plan shouldn’t be too hard for Cinemaxx, as they have the competitive edge of being affiliated with the Lippo Group, a company which owns a plethora of shopping complexes all over the country.
