One of the more important stories to come out of this year’s CinemaCon is one that didn’t even get announced until more than a week after the show ended. By then anyone who follows such news was already well aware that the cinema exhibition software firm Vista Entertainment Solutions had acquired a stake in MACCS International, the developer of market leading distribution software. We’d like to summarize why we believe this is a significant industry development.
As I noted just before this year’s CinemaCon, I have a great deal of respect for Murray Holdaway, Vista’s Chief Executive, and Derek Forbes, the company’s President of North America. Over nearly twenty years they, along with a growing team of smart executives, have taken the New Zealand based outfit from being a small player in a crowded field of cinema point-of-sale vendors to being the dominant exhibition software solutions developer in the space. In the process, Vista has left a wake of once prominent entities such as Splice and Titan Technologies.
In all fairness, Vista still faces a field of new and perennial competitors. They include, though are not at all limited to, regional and worldwide entrants such as Allure Global, Compeso, Diamond Ticketing Systems, Jack Roe, NCR, Omnico, Omniterm, Ready Theatre Systems, Retriever, TicketNew, TicketSoft and Vendini.
What has helped set Vista apart from some of these rivals is how the company has been able to think beyond its own systems and offerings to see opportunities in related or adjacent markets. They have managed to avoid pitfalls, even when enticing distractions beckoned with the promise of future riches. A great illustration of this would be Vista’s decision to not develop a theatre management system (TMS) for digital cinema installations. Such software is generally forced upon exhibitors by integrators and has become commoditized, save for a few solutions offered by Arts Alliance Media, Cinedigm and Unique Digital.
At the same time, Vista has been adept at increasing its revenue through a series of wise decisions about building or acquiring product offerings that have expanded its customer base. For instance, the company developed Veezi as a cinema management and ticketing system for small and independent cinemas; a market it didn’t serve and one that couldn’t afford Vista’s current solutions.