Vista Group

Leading the global cinema experience with Kiwi innovation

Whether you're picking a film for date night, grabbing popcorn, or settling in for the opening credits, chances are Vista Group’s technology is behind the magic that makes your cinema experience seamless. This Auckland-based company powers every step of the moviegoing journey – from discovering the latest blockbuster to ordering snacks and finding your seat.  

“We provide the technology that enables moviegoers to experience a movie in a cinema,” explains Stuart Dickinson, CEO of Vista Group. “That’s everything from how a movie is distributed and booked, to how tickets are sold and how audiences order food and drink at the cinema. We’re there at every stage of the moviegoer journey.”

Founded in 1996, Vista started with a simple idea that transformed the industry. At the time, Village Force, an Australian cinema operator, was expanding into New Zealand but lacked a ticketing platform for its cinemas. Vista’s founders developed a system that merged ticketing and food and beverage concessions into one platform – a first in the industry. 

What began as a local innovation soon expanded internationally. Today, Vista operates in over 100 countries, providing enterprise-level cinema software and film distribution solutions, and serving 46% of the global cinema market, excluding India and China. This global reach has been supported by strategic acquisitions, including Movio, a marketing platform, and Maccs, a Netherlands-based film distribution software. These additions allow Vista to offer a comprehensive suite of tools, from box office management to film scheduling, helping cinemas and studios operate more efficiently. The company’s ambition is clear: to build a connected ecosystem across the film and cinema industry, powered by data and cloud-based technologies. “We want to create an experience that’s digital, flexible, and focused on data analytics,” says Dickinson. “Our goal is to turn what was once a spontaneous cinema experience into something that can be more planned and engaging for moviegoers, while also improving operational efficiency for cinema operators.”

Movio is one of Vista Group’s standout brands and uses data to help cinemas personalise their marketing strategies. “If a cinema has a loyalty database of two million people, Movio can segment that audience in ways that make marketing more targeted and personal,” Dickinson explains. “Instead of a blanket email, cinemas can now send individualised offers based on moviegoers’ past behaviour, creating a more engaging experience.”

As the company scaled, it faced the challenge of evolving from bespoke solutions to enterprise-level technology. “We’ve had to make decisions about how we build the core product, while allowing partners to offer bespoke solutions,” Dickinson shares. This shift has led to Vista’s current focus on developing a cloud-based platform that is scalable, upgradable, and secure.

Callaghan Innovation has been a key supporter of Vista’s growth, providing access to grants and expertise to help explore new technologies. “Callaghan Innovation has helped us build platforms that go beyond the transactional,” says Dickinson. “With their support, we’ve been able to invest in the deeper value of our technology, using data to improve cinema operations globally.”

Callaghan Innovation’s backing has also helped Vista nurture local talent. “One of the great things Callaghan has done is help us employ and grow great Kiwis,” Dickinson adds. “The R&D Experience grants have enabled us to keep investing in New Zealand, which is critical for our competitiveness. It’s what will create opportunities for future generations.”

Despite its global reach, Vista Group remains firmly rooted in New Zealand, with around 370 of its 720 employees based here. Dickinson is proud of the company’s Kiwi origins, emphasising, "My ambition is to grow New Zealand's competitiveness, and the more we can achieve here and deliver to the world, the better."

Looking ahead, Vista is focused on leveraging cloud technology and AI to help cinemas drive more moviegoers through their doors. “We’re experimenting with ways to drive incremental volume—especially during off-peak times,” Dickinson shares. “By offering insights through data, we believe cinemas can improve their business and provide an even better experience for audiences.”

For those starting out in similar industries, the advice is simple: stay focused. “We’ve always been very targeted as a business, and that’s been key to our success,” Dickinson explains. “Don’t try to do everything at once. Demonstrate success locally, then expand. The more thoughtful you are in your process, the more likely you are to succeed.”

With its firm foothold in the global cinema industry, Vista Group continues to lead innovation while staying true to its Kiwi roots. Combining advanced technology with a commitment to fostering local talent and a clear vision for the future, Vista is poised to shape the cinema experience for years to come – both in New Zealand and around the world.

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