Cinépolis India is expanding its food and beverage portfolio beyond conventional cinema snacks through a partnership with House of Candy, bringing the confectionery retailer’s packaged products to concession counters across 84 properties in more than 41 cities.
The collaboration, which will debut with a special edition Halloween range in October, will give House of Candy access to Cinépolis’ annual footfall of nearly 41 million moviegoers. Dedicated branded displays will be installed at the exhibitor’s concession counters, offering customers a wider selection of confectionery alongside their movie purchases. Food and beverage accounts for approximately 35 per cent of Cinépolis India’s revenue, making the category an important part of its business. The latest partnership adds another branded confectionery offering to its portfolio, which already includes collaborations with Doritos and Crax.
“When we study ordering patterns across our Club Cinépolis members, confectionery stands out as a category where guests want more variety. House of Candy has built a brand our guests already know and love from malls and airports, and a dedicated range of their packaged candies at our counters means guests can grab their favourites on the way in to their movie. As we expand our F&B offering, bringing in brands our guests already love is at the heart of how we are building a future ready cinema experience in India,” Devang Sampat, Managing Director, Cinépolis India, said.
For House of Candy, the partnership provides access to a new retail channel beyond its existing network of more than 100 outlets across malls, high streets and airports, as well as shop-in-shop formats with retail partners. Kanu Sharma, Co-Founder and Vice-President, Marketing, House of Candy, said the association would help expand the brand’s presence in cinemas and strengthen the connection between confectionery and movie-going.
Cinépolis India operates 496 screens across 57 cities and is part of the Mexico-headquartered Cinépolis group, which has a presence in 18 countries.
