The Art of Entertainment

SPI Cinemas

SPI Cinemas is Southern India’s leading entertainment company offering services such as exhibition, distribution and production. SPI Cinemas strives to be at the forefront of media technology and endeavours to bring new entertainment technology to customers first. It combines a collection of premium and middle-market cinema brands including Sathyam, a cherished household name in Chennai since 1974.

It was the first multiplex in India to have state-of-the-art DCI-compliant digital screens and the first in India to install Dolby Atmos. As of June 2018, SPI Cinemas operates 68 screens under multiple brand names across Tamil Nadu, Kerala, Karnataka, Puducherry, Telangana, Maharashtra and Andhra Pradesh.


  • Market analysis
  • Brand strategy
  • Brand identity development
  • User experience strategy
  • Product wireframing
  • Prototyping
  • E-commerce design
  • Mobile app design
  • Design system


SPI Group invited Interstate to visit, audit and experience its existing and new IMAX sites under construction. At this time the group were close to completing the development of three additional impressive cinemas: Luxe, Escape and Palazzo.

The trip resulted in a brief to develop the master group brand, positioning and identity which would act as an umbrella across all the cinemas within the group. We were then briefed to create clear differentiation via the experience and visual, across the various cinemas within the group – and all to be brought to life through a brand new booking website and app.


SPI Cinemas allowed Interstate to gain invaluable insights into the company where we were able to understand the needs of the audience and employees across all branding touch-points and the digital experience.

With over a million customers a day, the physical experience of the cinema complexes, their visual story and the user experience of the booking site and mobile app were to be cohesive, memorable, engaging and effortless. The group brand sentiment, ‘The Art of Entertainment’ led the way to launch a modern identity, a window into the SPI Cinemas world and expressive visual and narrative across each cinema identity working within the ‘house of brands’ strategy.


With a complete master brand and sub-brand architecture built ahead of launch, the fresh new booking website and mobile app became the hero deliverable when launching the new SPI Cinemas brand to the world. Within ten weeks of launching their rebranded website and mobile apps, SPI reported:


increase in daily traffic

1 million

users per day


iOS app downloads in just two months


falling booking count - previous 10%