Ajay Devgn has rebranded his theatre chain NY Cinemas as Devgn Cinex in partnership with Vishwa Samudra Group. Ajay unveiled a new logo of Devgn Cinex in the presence of Kajol and daughter Nysa at iconic North Bombay Sarbojanin Durga Puja held at the SNDT Women’s College grounds in Juhu, Mumbai.

As per a press release, 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 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, 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.”

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.

Satish Kottakota, Chief Executive Officer, NY Cinemas, said, “Devgn Cinex is ready to expand its footprint with new screens planned across the country. Our immediate focus will be metros and tier-1 cities, particularly in South India, where the appetite for cinema is unmatched. This is just the start of a growth story we are excited to share with audiences nationwide.”