Hyper-Patriotic Blockbusters Drive Surge In Co-Branded Credit Cards

India’s credit card industry is seeing an unusual surge tied to the rise of muscular, hyper-patriotic Hindi blockbusters. Theatre chain-linked co-branded cards, once a modest niche, now show sharp swings in demand whenever a major nationalist film gathers momentum. The latest catalyst is Dhurandhar - The Revenge, the high‑octane sequel that has filled cinemas across major metros and tier‑two cities.

“The runaway success of Dhurandhar shows how large film releases now influence consumer behaviour well before opening weekend,” says Frederick D’Souza, Head of Credit Cards, Kotak Mahindra Bank. “With the Kotak PVR Inox co‑brand card, we see demand starting from the trailer stage itself as customers actively plan their cinema experience in advance.”

Moviegoers love the one-plus-one deals and discounted food and beverages offered on the co-brands. But this isn’t all that’s driving the interest. Moviegoers love to turn these outings into family and group experiences, with multiple tickets being purchased with every transaction. A sizeable chunk of this audience heightening the experience by buying food and beverages as well.

“On our cards, transactions typically involve three to four tickets, reflecting group and family outings, with many customers also spending on food and beverages as part of the same occasion,” D’Souza says.

The deeper engagement matters to moviegoers and credit card issuers. Customers expect more than just movie deals. Banks view this as more than a marketing lift. They are redesigning products to fit entertainment‑centric spending, noting that urban consumers seek convenience and a sense of exclusivity. Theatre chains value the arrangement because it anchors customers to a specific platform and strengthens loyalty programmes.

“Entertainment cards work best when they are designed around the complete movie‑going experience, not just ticket offers, which is why our focus is on building depth and sustained engagement around cultural moments rather than short‑term spikes,” D’Souza says.

Adhil Shetty, CEO, Bankbazaar.com, points out that blockbuster releases are increasingly transforming movie-going into a group experience rather than an individual outing. Multiplex data already shows footfalls rising alongside strong content, with players like PVR INOX reporting nearly 9 per cent growth in footfall and over 13 per cent growth in box office collections during peak release cycles, according to Reuters.

“What is changing is how consumers pay for that experience. BankBazaar’s internal trend analysis shows that searches around credit card-linked movie offers, particularly ‘buy one get one’ deals and queries like ‘BookMyShow credit card offers’, hit a 12-month peak in August 2025 during major release windows. This reflects a growing consumer inclination to optimise movie spends through card-linked benefits, especially in the context of group bookings,” adds Shetty.

The appeal of blockbuster-driven behaviour rests on predictability. Studios plan large releases ahead of holiday periods, making it easier for banks to map campaigns. Financial advisers note that these products often act as an entry route into broader credit relationships. Once a user starts transacting regularly for entertainment, they tend to extend card use to travel, dining, and online retail.

Analysts expect the trend to continue through the year as several major Hindi titles line up for festival weekends. If the trajectory holds, banks could see another surge when the next action-packed franchise film arrives.

“After a prolonged lull, moviegoers are returning to cineplexes, only to discover that offers on co-branded cards can significantly cut costs on tickets as well as food and beverages. As a result, demand for such cards is likely to rise in the near term,” says Abhishek Kumar, Founder of SahajMoney.