Regal reaches halfway point in Vista software rollout


America’s largest theatre circuit, Regal Entertainment Group, has reached the halfway point in rolling out software products from Vista Entertainment Solutions to its 574 theatres across 42 states. The rollout is on track to be completed this year.

Vista was confirmed last year as Regal’s software supplier following a competitive evaluation process and a successful trial in five pilot theatre locations that demonstrated operational efficiencies and other bottom-line benefits.

David Doyle, Regal chief information officer and senior VP, commented, “We’re going with Vista because their products support our mission-critical goal of providing our customers with the best possible experience.”

Vista is the world’s leading supplier to cinemas worldwide, with a 37% global market share of its target market, cinema companies with more than 20 screens.

Chief executive Murray Holdaway says the Regal deal will play a large role in achieving the company’s overall global strategy to supply more than 50% of the global cinema market. “Regal is a tremendous cinema operator—a leader in the world, and their continued growth and success is testament to the strength of their business. Vista is the world leader in cinema software, and so it is both fitting and thrilling to be working together with a company such as Regal.” 

Vista also supports the Regal Crown Club, which is the number-one loyalty program in the theatre industry. After joining for free, Regal’s guests accumulate credits at the box office and concession stand to earn rewards including free popcorn, soft drinks and movies.

Regal is also utilizing products from Vista Group company Movio. Movio is fully integrated to the rich data retained in the Vista Loyalty database and it offers Regal the ability to bolster moviegoer engagement and attendance. Holdaway says Movio is a cloud-based movie marketing campaign system that changes the way exhibitors and distributors connect with both existing and prospective customers.

Another driver for the project was Vista’s advanced Food and Beverage (F&B) capability needed at Regal’s remodeled Atlantic Station site. Using Vista’s integrated cinema F&B solution to manage a bar and lounge, as well as in-seat dining in two auditoriums, Regal has avoided the need to operate a separate restaurant software system alongside Vista.

Regal has deployed iPod devices to theatre sites, which are used by Vista UsherPoint. Staff can scan tickets to validate entry and provide information about shows beginning and ending. iOS hardware is also planned to take advantage of Vista’s InTouch app that enables managers to run their theatre from anywhere in the building.