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[QUOTE="Munyaradzi Mafaro, post: 63076, member: 636"]
Ajay Devgn partnered with Vishwa Samudra Group to rebrand NY Cinemas as Devgn Cinex during Maha Navami celebrations at a Mumbai Durga Puja pandal on Wednesday. The actor announced the venture alongside wife Kajol at the festival, stating the cinema chain aims to deliver enhanced movie experiences through advanced screening formats nationwide. Kajol posted images from the event on Instagram showing the couple with the new brand name and their family at the religious celebration.

Devgn Cinex will expand into metros and tier-1 cities with emphasis on South India, according to NY Cinemas Chief Executive Officer Satish Kottakota. The company plans to implement artificial intelligence, digital platforms and customer rewards programs to modernize the moviegoing experience. Executive Director Shivdutt Das of Vishwa Samudra described the rebranding as a transformation of cinema halls into spaces emphasizing innovation and comfort. Devgn compared the communal nature of Durga Puja to cinema's ability to unite audiences through storytelling.
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