Moviegoers are more than their demographic, behavioural, and transactional data. While capturing these insights has powered incredible opportunities and decision making for the industry for years, now we’re capturing the much harder target: moviegoers’ thoughts and feelings.

Moviegoer sentiment, satisfaction, and intent can provide a deeper layer of insights to inform programming, pricing, marketing, and operational decisions. So, to both capture these insights and make them actionable, Vista developed React.

React is a pulse survey tailored specifically for the cinema industry. Designed to be short and easy to maximise response rate, React captures your moviegoers’ sentiment towards the movies they saw in your cinema, their satisfaction with your services, and what they intend to watch next.

Moviegoers in our pilot tests jumped at the chance to share their feedback, with nine out of ten to start the survey completing it without any need for incentive or reward, and doing so in well under two minutes. One in three also shared free text feedback which we transformed into rich, actionable suggestions using generative AI.

It’s clear that moviegoers want to be heard, and React not only enables exhibitors to hear, but to capture these insights and enhance all aspects of their cinema experience, building loyalty and driving repeat attendance.

Transforming emotional data into actionable insights

After the credits roll on their movie, moviegoers are automatically sent a survey invitation, delivered through email, Vista’s Living Ticket, or through your digital channels via API connections. Because React is linked to member and transactional data through Movio and Vista, it skips the need to ask for any personal details, cutting right to the question on your moviegoers’ minds:

“What did you think of the movie you just watched?”

Moviegoers rate the title on a 1-to-5-star scale. Then, they swipe through a curated selection of posters for upcoming releases, indicating titles they intend to see in cinema, those they plan to skip, and those they haven’t heard of before.

Responses flow into Horizon, which acts as a unification engine, feeding data and insights across your software circuit to surface wherever they add value. In Movio, marketers can recommend movies to members based on not only what they watched, but what they most enjoyed. Members who express interest in an upcoming title can be placed on a journey to drive their awareness and conversion to attendance.

Beyond marketing, forecasting algorithms draw on the signals of moviegoer sentiment, and in turn power Assisted Scheduling to create more accurate film programming recommendations. Tracking awareness, desire, and demand turns emotional responses into actionable data, informing pricing, discounts, and offers, and further decisions across cinema operations, all based on real-time insights.

Building cinematic experiences that resonate

In 2026, we’re expanding React to go beyond moviegoer opinions of the movies you show, providing the opportunity for direct feedback on your service experience at the circuit and theatre level.

After indicating their intent towards upcoming movies, moviegoers will be asked to rate operational areas of your choice, giving direct feedback on your cinema’s cleanliness, F&B offerings, staff, or other measures. Combined with their overall customer satisfaction (CSAT) or Net Promoter Score, you can identify opportunities to enhance your cinema experience based on the direct feedback of your moviegoers.

By benchmarking guest satisfaction across your circuit, your executive teams will be able to track performance in Oneview, while frontline teams can dig into specifics and adjust operations to improve performance in real time.

Deeper understanding drives results

React is more than a survey tool. It’s a strategic bridge between audiences and exhibitors that will deliver value across their cinema operations. In Vista’s 30-year history, no other innovation offers as much potential to assist so many parts of exhibitors’ businesses as React.

It exemplifies the promise of Vista’s connected ecosystem, and our commitment to deliver new innovative products, features, and power-ups that empower you to create real human connections.

With React, exhibitors can understand moviegoers on a deeper level, deliver experiences that resonate with audiences, build loyalty, and drive repeat attendance, turning the end of each moviegoer’s cinematic experience into the beginning of the next.