Cinema XXI Turns Old Screens into Bags for Social, Eco Impact

Cinema XXI’s Sustainability Mission: The XXI Screen Bag Blends Creativity and Social Impact

PT Nusantara Sejahtera Raya Tbk (Cinema XXI) has introduced its latest limited-edition merchandise: the XXI Screen Bag, crafted from repurposed cinema screens. This new collection is the result of upcycling over 1,000 square meters of the company’s decommissioned screen material.

This initiative is part of Cinema XXI’s sustainability commitment, focusing on both environmental and social aspects. Environmentally, the XXI Screen Bag initiative reduces waste by preventing old screen materials from ending up in landfills, giving new value to items that were no longer in use.

“We hope that through this small step, Cinema XXI can contribute to positive changes for both the environment and the community. Beyond environmental stewardship, this initiative also creates economic opportunities for MSMEs (Micro, Small, and Medium Enterprises) and carries a social mission to support empowerment programs by Rumah Faye,” explained Indah Tri Wahyuni, Corporate Secretary of Cinema XXI, in Jakarta on Thursday (11/6/2025).

The upcycling process for the XXI Screen Bag involves collaboration with local MSMEs, which handle every stage of production—from cleaning and cutting to sewing and quality control.

Furthermore, in partnership with Rumah Faye, an organization dedicated to protecting Indonesian children from human trafficking, proceeds from the bag sales will be channeled to support Rumah Faye’s empowerment programs. These programs include skills training, educational scholarships, and vocational training.

“We deeply appreciate Cinema XXI’s initiative through the XXI Screen Bag program. Support from this initiative will be used for the Rumah Faye Empowerment Program—covering educational scholarships, vocational training, and strengthening small craft 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.

The launch of the XXI Screen Bag is one of several sustainability steps by Cinema XXI. Previously, the company has run various initiatives, including converting over 4,500 cinema seat covers into multi-purpose pillows, collecting used cooking oil to be processed into biofuel, and participating in mangrove planting.

Each program involves local communities and businesses as a tangible form of Cinema XXI’s social contribution. “We hope small steps like these can inspire more parties to get involved in the sustainability movement, starting with the simple things we can do every day,” Indah added.

This limited-edition XXI Screen Bag is available at select Cinema XXI locations in the Jabodetabek, Bandung, Yogyakarta, and Bali areas for IDR 180,000. Each purchase includes a free salt popcorn and a soft drink.

“With its minimalist and modern design, the XXI Screen Bag is easy to pair with any outfit for various activities, from classes and work to hanging out with friends. Each bag holds the memories of laughter, tears, and inspiration that once played out on the big screen, and now it carries a new story of sustainability,” Indah concluded.