Cinépolis India is a group company of Cinépolis and is the 1st international cinema exhibitor in India. Its annual CSR initiative, 'Let's All Go To Cinépolis', brings together underprivileged children for screening of cinema with strong messages. During the 2023 edition of 'Let's All Go To Cinépolis', close to 10,000 underprivileged kids participating in the special screening of Jawan held across 35 Cinepolis cinemas pan India.
In this interview with TheCSRUniverse, Mr.Devang Sampat, the CEO of Cinépolis India, discusses the objective behind the initiative and elaborates on the impact it aims to create. This initiative stands out for its commitment to enriching the lives of underprivileged children by bringing them the joy and educational value of cinema. We delve into the goals and impacts of this initiative, exploring how it aligns with Cinépolis India’s broader CSR philosophy. Mr Sampatalso shares insights into the careful selection of movies for these screenings, ensuring they are both enjoyable and beneficial for the children's development. The conversation offers a compelling glimpse into how Cinépolis India is leveraging the power of movies to make a lasting difference in society.
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Q. Could you give us an overview of the 'Let's All Go To Cinépolis' initiative and its primary objectives? As a cinema exhibitor, how do you perceive the role of movies in the development and education of children?
A. The 'Let's All Go to Cinépolis' initiative stands as a flagship annual Corporate Social Responsibility (CSR) endeavor by Cinépolis India, designed to enrich the minds of young individuals through the transformative power of cinema. Since its inception in 2014, this initiative has served as a conduit for boundless inspiration, reaching and positively impacting thousands of underprivileged children throughout India. The primary objective of 'Let's All Go to Cinépolis is to cultivate the fertile grounds of imagination and extend cinematic exposure to children who may not have the means to experience it otherwise. In doing so, we aim to establish a lasting connection between Cinépolis and the communities we serve, fostering brand resonance while simultaneously spreading joy and cultural enrichment.
As cinema exhibitors, we hold a profound perspective on the role of movies in the development and education of children, particularly those hailing from underprivileged backgrounds. Movies, in our view, transcend mere entertainment; they emerge as powerful catalysts for intellectual and emotional growth. By offering these young minds glimpses into diverse cultures, experiences, and profound life lessons, films serve as potent tools for sparking curiosity, nurturing empathy, and cultivating critical thinking skills. Our initiative goes beyond the realms of conventional entertainment; it strives to provide a platform for shared experiences, discussions, and meaningful learning. We firmly believe that movies play an integral role in shaping the holistic development of these young minds, empowering them to envision a world brimming with possibilities and inclusivity. Through 'Let's All Go to Cinépolis,' we are not just showcasing films; we are fostering an environment where the magic of cinema becomes a gateway to broader perspectives and a catalyst for positive change in the lives of the children we aim to inspire.
Q. How does 'Let's All Go To Cinépolis' align with the broader CSR philosophy and commitments of Cinépolis India?
A. 'Let's All Go To Cinépolis' perfectly aligns with Cinépolis India's philosophy of community engagement and creating positive social impact. This initiative reflects our commitment to inclusivity by offering underprivileged children access to the transformative world of cinema. It embodies our belief that every child deserves enriching experiences beyond their socio-economic limitations, emphasizing our dedication to nurturing future generations and making a tangible difference in the communities we serve. Cinépolis’ vision of lighting up the movie of one’s life with smiles and unforgettable moments extends to its CSR initiatives as well.
Q. Since its inception in 2014, how has 'Let's All Go To Cinépolis' evolved and what impact has it had on the lives of underprivileged children?
A. Since its inception in 2014, 'Let's All Go To Cinépolis' has undergone a remarkable evolution, emerging as a beacon of inspiration for countless underprivileged children throughout India. Over the years, our commitment to this initiative has resulted in meaningful engagement with over 45,000 children to date. The 2023 edition marked a significant milestone, with an unprecedented scale as we welcomed approximately 10,000 kids to more than 42 Cinépolis cinemas. This initiative has transcended mere numbers; it has become a transformative experience for these young minds, offering them access to the world of cinema and igniting their imaginations. The impact on the lives of these underprivileged children has been profound, providing them with an opportunity to dream, learn, and envision a future beyond their immediate circumstances.
Q. How do you select the movies for these screenings? What factors do you consider to ensure they are appropriate and enjoyable for the children?
A. We consider several factors to ensure that the films are both appropriate and enjoyable for the kids. Firstly, we prioritize movies with a universal certification to ensure they align with suitable content for children. Secondly, we focus on stories that are not only entertaining but also hold educational value, sparking curiosity and offering lessons that resonate with the kids. We consider themes that promote positive values, diversity, empathy, and critical thinking while avoiding content that might be sensitive or inappropriate for their age group.
This year's choice of a blockbuster movie Jawan, discussing critical political and governance issues was made after careful consideration of its universal certification and relevance for the kids. And with SRK being one of the most popular movie stars in the country, it definitely excited kids on all levels. Our aim remains to strike a balance between entertainment and education, ensuring that the selected films are not only enjoyable but also thought-provoking and conducive to the children's holistic development.
Q. How does the collaboration with Round Table India enhance the reach and effectiveness of this initiative?
A. The collaboration with Round Table India significantly amplifies the reach and effectiveness of our 'Let's All Go To Cinépolis' initiative. Round Table India, through its city-level chapters, plays a pivotal role in expanding the outreach of this program. Their extensive network and community engagement allow us to connect with underprivileged children across various locations more efficiently. Through their city level chapters, they bring in a diverse group of children each year, widening the initiative's impact and ensuring greater inclusivity.
Q. The 2023 edition of 'Let's All Go To Cinépolis' is noted to be the most significant yet. Could you share some details about the scale of this year's event and the special screenings planned?
A. Our 2023 edition was the biggest till date as we invited about 10,000 kids across 42 Cinépolis properties. The screening happened on 6th Nov, 2023.
Q. What have been some of the biggest challenges in executing such a large-scale initiative and how have you overcome them?
A. Executing a large-scale initiative like 'Let's All Go ToCinépolis' posed inherent challenges. A significant hurdle was logistical coordination for smooth operations, involving transportation, venue arrangements, and managing a high volume of attendees. Overcoming these challenges required meticulous planning and collaboration with key stakeholders, including Points of Contact from RTI, and dedicated efforts from Cinépolis cinema teams nationwide.
Q. Can you share any memorable feedback or stories from the children or communities that have been part of this initiative?
A. One of the memorable feedback was from the foundations representing the children, who attended the movie screening, and shared their gratitude. They expressed how this Diwali was extra special for the kids, many of whom experienced watching a movie and seeing their favorite superstar on the big screen for the first time. How Let’s All Go to Cinépolis added an extra sparkle to the Festival of Lights, spreading the warmth of goodness, cheer, and compassion in the process. It's moments like these that highlight the positive impact of our initiatives.
