Plain popcorn won’t cut it anymore. Cinépolis India has joined forces with Crax to create a new hero in cinema snacks: the popcorn-cheese balls tub. Two favourites, one box, bigger crunch.“
This isn’t just a menu update. It’s about reimagining the movie food ritual,” said Devang Sampat, MD of Cinépolis India. “Cheese was booming. Crax was the perfect fit.”
Vipul Prakash, CEO of DFM Foods, added, “Consumers don’t see popcorn and cheese balls separately. They see one tub. It elevates the movie experience instantly.”
Globally, Cinépolis has tested hybrid formats like nacho-popcorn in Mexico. In India, longer intermissions make snack innovation a natural fit. Each year, the chain plans at least one fresh partnership to keep the big screen exciting.
The collaboration is more than novelty. With 4 crore visitors annually, Cinépolis offers Crax visibility across ticketing touchpoints, lobby displays, and POS reminders. Cinema becomes a platform for brand building, not just food sales.
For Crax, this partnership opens the on-premise food service segment, expanding beyond packaged and at-home snacking. Both brands are open to taking the tub to retail shelves.
It’s clear that Cinema snacks are no longer background munching. With popcorn and cheese balls in one tub, they’re now part of the big screen food experience.
