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Cinépolis India Partners House Of Candy For In-Cinema Confectionery

Ad Tribe! Bureau2 min read
A striped popcorn tub and a wrapped sweet as halftone cutouts on magenta, for Cinépolis India's House of Candy counters

Cinépolis India has partnered with House of Candy to put the confectionery retailer's packaged candies on its concession counters. House of Candy gets dedicated, branded display space at counters across 84 Cinépolis properties in more than 41 cities.

  • Partners: Cinépolis India and House of Candy
  • Reach: 84 properties in more than 41 cities
  • Format: Branded display space at concession counters
  • Extra: Special-edition Halloween candies in October

Why Cinépolis India Wants Candy

Cinépolis India says it welcomes close to 41 million guests a year, and food and beverage makes up about 35% of its India revenue. It has added brands at its counters before, including Doritos, Crax and Swiggy Dineout.

"Our guests tell us what they want through what they buy. When we study ordering patterns across our Club Cinépolis members, confectionery stands out as a category where guests want more variety," said Devang Sampat, managing director, Cinépolis India. "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."

What House of Candy Said

House of Candy is an importer and retailer of pick-and-mix confectionery, with outlets across malls, high streets and airports, and shop-in-shops.

"At House of Candy, we are incredibly excited to be pioneering this experience on a large scale across cinema chains in India through our partnership with Cinépolis," said Kanu Sharma, co-founder and VP marketing, House of Candy. "This collaboration is about more than just expanding our retail footprint; it is about enhancing the overall movie-going experience."

Why It Matters

Cinema chains earn a large share of revenue at the counter, and branded partnerships let them widen the menu without building new products themselves. For a mall and airport candy retailer, cinema counters add a captive, impulse-buying audience.

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#brand partnerships#cinema advertising#cinepolis#house of candy
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