Cinema XXI Launches the XXI Screen Bag, Blending Creativity with the Spirit of Sustainability
Jakarta, November 6, 2025 – Who would have thought that a used cinema screen could continue to tell a story in a different form? PT Nusantara Sejahtera Raya Tbk (Cinema XXI) presents a new way to tell a tale through its latest limited edition merchandise, the XXI Screen Bag. This new collection from Cinema XXI is the result of upcycling over 1,000 square meters of unused Cinema XXI movie screens. These screens have been transformed into modern and environmentally friendly fashion pieces.
This step is part of Cinema XXI's sustainability commitment in the environmental and social aspects. From an environmental perspective, the XXI Screen Bag initiative allows Cinema XXI to reduce waste and prevent used screen material from ending up in landfills, while simultaneously adding value to what would otherwise be discarded.
The upcycling process is carried out in collaboration with Micro, Small, and Medium Enterprises (MSMEs), who meticulously handle every stage of production, from cleaning, cutting, and stitching, to quality control.
The XXI Screen Bag initiative also carries a social mission through a collaboration with Rumah Faye, an organization that protects Indonesian children from human trafficking to help them reach their best potential. A portion of the XXI Screen Bag sales proceeds will be donated to support Rumah Faye's empowerment programs, including skills training, educational scholarships, and vocational training.
"We hope that through this small step, Cinema XXI can contribute to bringing about changes that positively impact the environment and society. Besides protecting the environment, this initiative also opens economic opportunities for MSMEs and carries a social mission to support the empowerment programs by Rumah Faye. The XXI Screen Bag is our way of showing that environmental responsibility can be realized in a way that is creative, stylish, and beneficial," explained Indah Tri Wahyuni, Corporate Secretary of Cinema XXI.
"We deeply appreciate Cinema XXI's initiative through the XXI Screen Bag program, which not only provides an environmentally friendly solution but also brings a real impact to child survivors of violence. The support from this initiative will be utilized for Rumah Faye's Empowerment Program—covering educational scholarships, vocational training, and strengthening small handicraft businesses through Happy Craft. We believe collaborations like this can pave the way for survivors to build a more independent and meaningful future," said Faye Simanjuntak, Founder of Rumah Faye.
Diverse Steps Towards Sustainability
The launch of the XXI Screen Bag is one part of Cinema XXI's various sustainability efforts. Previously, Cinema XXI had also implemented several initiatives, including upcycling over 4,500 pieces of cinema seat covers into multi-purpose pillows, collecting used cooking oil to be processed into biofuel raw material, and planting mangroves.
Every program involves communities and local businesses as a tangible form of Cinema XXI's social contribution to society. "We hope that small steps like these can inspire more parties to get involved in the sustainability movement, starting from simple things we can do every day," added Indah.
This limited edition XXI Screen Bag is available at selected Cinema XXI locations in the Greater Jakarta area (Jabodetabek), Bandung, Yogyakarta, and Bali, priced at Rp180,000. Each purchase of the bag comes with a free salt popcorn and soft drink.
With its minimalist and modern design, the XXI Screen Bag is easy to match for various activities, from campus and office, to hanging out with friends. Every bag holds a trace of memories from the laughter, tears, and inspiration that once shone on the cinema screen, and now carries a new story—a story of sustainability.
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About Cinema XXI
Cinema XXI, under the auspices of PT Nusantara Sejahtera Raya Tbk, is the largest cinema group in Indonesia with over 36 years of experience in the film exhibition industry. Cinema XXI is committed to always providing the best quality viewing experience and comfort for the Indonesian people. As of October 31, 2025, Cinema XXI has presented 1,374 screens in 262 cinema locations spread across 67 cities/regencies throughout Indonesia.
In 2006, Cinema XXI launched m.tix to facilitate SMS-based cinema ticket ordering, which was then developed into an online-based application. In 2012, Cinema XXI presented a movie-viewing experience with revolutionary technology, namely the IMAX theater. To better improve the services given to customers, Cinema XXI has also equipped the theaters with the latest "Dolby Atmos" audio system, which is now available on 86 screens.
Not only a place to watch movies, Cinema XXI is also a second home for people to spend quality time with family and friends. Cinema XXI presents an unforgettable moviegoing experience for today and tomorrow. For three consecutive years in 2017, 2018, and 2019, Cinema XXI has been awarded the "World Branding Award" in Kensington, London, as the Best Brand in the Entertainment Cinema Category (National Tier). In early 2019, Cinema XXI was also awarded the "Millennials Top Brand Awards" by one of the preferred media of Indonesia’s young generation as the first choice of millennials for the category of leading cinema network in Indonesia. Despite the pandemic conditions, in 2020, Cinema XXI was named "Industry Champion of the Year" by the Asia Corporate Excellence and Sustainability (ACES) Awards and “Indonesia Best Managed Company” by Deloitte in 2023 and 2024.