Vista Group has harnessed the strength of data for exhibitors for many years. From transactional data captured through Vista, to moviegoer audience information in Movio, exhibitors have an incredible amount of rich data available, which we aim to unlock so cinemas can make the most of it through a deeply connected ecosystem.

For nearly a decade, Movio has empowered movie marketers by pioneering the use of data and AI. Since 2016, Movio’s Propensity Algorithm has enabled cinema marketers to uncover recommended audiences from their loyalty systems to target, based on moviegoers’ likelihood to be interested in a particular film, then matching content to moviegoers’ personal tastes.

With Vista Cloud’s connected ecosystem, Movio Cinema EQ can go even further, harnessing data from across your cinema suite to enhance your marketing capabilities, which in turn feeds back to Vista to help you make better-informed decisions and improve operations.

Transforming personalisation and targeting

Targeting the right audiences is always key. With data from across the Vista ecosystem, we introduced forecasting calculations to enhance cinemas’ budgeting and planning with Customer Lifetime Value (CLV) and Churn rate forecasting, based on monetary value and visitation. These calculations not only help for planning, but provide movie marketers in EQ with targetable audiences of high-value and at-risk loyalty members to target, and deliver real value by doing so.

Personalisation is likewise gaining new tools with the aid of AI. With Dynamic Content, movie marketers can easily surface different content to their segmented audiences that appeal to each audience’s personal tastes, and new generative AI features such as First Draft are making it faster and easier for users to create 1:1 personalised campaigns at scale.

To best push personalisation, cinemas need to understand their moviegoers as well as possible.

Through extensive research, our Data Science team identified four cinema-centric personas—distinct groups with similar behaviours and values—that moviegoers reliably fall into. Personas provide EQ users with a new way to easily understand their moviegoers’ tastes and behaviours, making another powerful launching point for hyper-personalised campaigns at scale. By combining all of these tools for segmentation and personalisation, marketers can create even more effective, efficient campaigns powered by data and AI.

We’re just getting started

Data and AI continue to empower the entire cinema industry through Vista’s connected ecosystem, delivering new insights into your business and audiences, and tools to transform those insights into meaningful action. To see more of these innovations, watch our presentation below from Cinema United’s 2024 Fall Summit.