How cinema software firm Vista is using artificial intelligence

Vista boss Stuart Dickinson says movies create moments. The recently released trailer for Disney's Moana 2 was viewed 178 million times in 24 hours. (Image: Disney)

Rebecca Stevenson

Fri, 14 Jun 2024

Cinema software firm Vista says dynamic pricing could be on the way as it trials using artificial intelligence to boost movie audiences. Vista, which offers joined-up software solutions from studios through to cinemas, controls about 46% of the market outside of China and India, with its software powering everything from online ticketing to promotional activity. Vista suffered with the onset of covid-19 – its cinema clients did, too – as people stayed home while governments tried to control its spread. Vista had been...

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