Bollywood superstar Ajay Devgn has officially rebranded his multiplex chain, NY Cinemas, as Devgn Cinex. The announcement took place on October 1, 2025, during the Navami celebration of Durga Puja at SNDT Women’s College in Juhu, Mumbai. The event attracted members of Mumbai’s artistic and film communities.
The rebranding is part of a strategic partnership with the Vishwa Samudra Group. The collaboration aims to expand the cinema chain across India, with a focus on metro and Tier-1 cities, especially in South India. The initiative reflects Devgn’s vision to provide audiences with a magical, big-screen movie experience.
The launch event began with Durga Puja celebrations and continued with the unveiling of the Devgn Cinex logo. Attendees witnessed a vibrant show of music, lights, and cheers. Ajay Devgn said, “Durga Puja is about togetherness and shared joy. Cinema does the same, it brings people closer through stories. Today is the perfect day to start this new chapter for our playhouses.”
The rebranded chain will feature advanced digital technologies, AI-driven experiences, and premium cinema formats to enhance movie viewing. Shivdutt Das, Group Managing Director of Vishwa Samudra, highlighted, “Devgn Cinex is more than a name change.
It is a vision to transform cinema halls into spaces of innovation, comfort, and culture. We aim to expand this brand across India.”
Satish Kottakota, CEO of NY Playhouses, added that Devgn Cinex plans to grow with new screens nationwide, marking the beginning of an exciting journey for audiences. Originally, NY Cinemas was named after Ajay Devgn’s children, Nysa and Yug. The new identity signals a fresh era of entertainment, combining tradition with modern cinema technology.
With this rebrand, Devgn Cinex aims to redefine the movie-going experience in India. Audiences can expect a blend of cultural celebration, innovative technology, and premium viewing experiences across multiple locations in the coming years.
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