Ajay Devgn joined hands with Vishwa Samudra Group to unveil Devgn Cinex, the new identity of NY Cinemas, at the iconic North Bombay Sarbojanin Durga Puja held at the SNDT Women’s College grounds in Juhu. The high-profile rebranding event drew the city’s cultural and film fraternity, marking a grand new chapter for cinema in India.
“Durga Puja is a celebration of tradition, togetherness and shared joy. In many ways, cinema does the same, it brings people closer through stories. And what better day than today to announce the next chapter for our cinemas. 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.” – Ajay Devgn
The ceremony began with Durga Puja festivities, followed by the big reveal of the Devgn Cinex logo against a backdrop of cheers, music, and lights. The rebrand came as Vishwa Samudra and NY Cinemas joined forces, with the group pledging to redefine the movie-going experience through upgraded theatres, modern digital technologies, and nationwide expansion.
With its debut, Devgn Cinex announced plans to introduce premium formats, while also leveraging modern digital technologies, including AI, app and web platforms, customer engagement tools, and rewards programs to create seamless experiences for moviegoers. The company also outlined its strategic focus on expanding across metros, tier-1 cities, and particularly strengthening its footprint in South India in the coming years.