Bollywood actor Ajay Devgn has 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.
Ajay Devgn’s NY Cinemas Is Now Devgn Cinex
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.
Speaking at the launch, Ajay Devgn said, “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.”.
Shivdutt Das, Group Managing Director of Vishwa Samudra Group, added, “Devgn Cinex is more than a new name; it is a vision to transform cinema halls into spaces of innovation, comfort, and culture. We are committed to scaling this brand across India.”
Devgn Cinex To Expand Across Metros, Tier-1 Cities
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.
The event’s cultural setting at North Bombay Durga Puja, a gathering spot for Mumbai’s creative community since 1948, lent the launch both heritage and emotional depth. The ceremony was also graced by acclaimed actress Kajol, wife of Ajay Devgn, and Mrs. Sonam Shivdutt, who joined the celebrations as special attendees.
Devgn Cinex now steps forward as a brand that promises: “Cinema. Reinvented.”
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With nearly 10 years of experience, Grinell Esther Jacinto is the Desk Head of Bollywood Bubble. Her interests lie in everything that is kaleshi and she loves to dig deeper into the lives of B-town actors. She has a problem though – she loves horror films but will have chills the minute the theatres lights dims. She’s previously worked with Koimoi, UrbanAsian and SpotboyE.
