Millions of Indian movie-lovers visit the cinema every year to watch their favourite stars on the big screen, but what many do not realise is their movie complexes have a uniquely Kiwi connection.
New Zealand-based cinema software firm Vista Entertainment Solutions partnered up with Indian ticketing solutions company, Bigtree Entertainment, about a decade ago to provide their integrated system for Indian cinemas.
The cinema management software, which runs all aspects of the cinema, including integrated ticket and concession sales, film scheduling and back office reporting, has been customised for an Indian environment - allowing Vista to become the only cinema software company operating through all major Indian cinema chains.
Adapting to local market conditions
Vista's willingness to adapt to the local market has helped Bigtree become the leading supplier of cinema management software in the Indian market.
This enabled Big Tree to launch the popular ticketing website www.bookmyshow.com , which now has a base of two million unique visits per month and sells more than 10 million tickets each year across 50 Indian cities.
Bigtree CEO Ashish Hemrajani said other New Zealand and Indian businesses can learn from the strong and trusting relationship Vista and Bigtree have built, allowing Vista to succeed in India.
"It actually happened by chance," said Hemrajani. "We were looking at software from all around the world and we zeroed in on one company elsewhere. But I think to them, India seemed like such a distant country, in a time when people were mainly investing in places like China.
"Somehow, we were introduced to Vista in a far-off land called New Zealand, and they went for it. It was a risk for them and unchartered territory, but they were willing to invest their time and money and they found the right partner in us.
"It has worked very well and we have been noted as an international success story."
Hemrajani said Vista's initial appeal was their top-quality software, which is marketed worldwide and is installed in over 50 countries, including India, China, Mexico, the USA, Canada, the UK, Australia, New Zealand and across Southeast Asia.
But what has kept the relationship going is Vista's ability to understand the Indian market and adapt to a completely different way of operating.
"You've got to be appreciative of the fact that New Zealand is a small island far away and India is a huge country, so everyone had preconceived notions of what was needed," he said.
"I think the largest reason for our growth is that we appreciate each others' issues, whether it's personal or business, and we both have very good understanding of human nature."
Making the most of opportunities
Hemrajani said Vista approached the Indian market sensibly, and Bigtree has made the most of the opportunities it has created.
For example, bookmyshow.com was turning a profit within eight months of launch.
"We did very well, very quickly," he said. "New Zealand is a small country, but it is First World when it comes to business solutions."
Vista CEO Murray Holdaway agrees that they were flexible when coming to grips with the Indian market.
Although the technology was what drew Bigtree and Vista together, their understanding relationship is what has kept the partnership alive.
"The enthusiasm from Bigtree helped us to introduce our products into the market, and we got along from the very start," Holdaway says.
Holdaway believes overseas businesses are more aware of India as an investment opportunity than ever before.
Their knowledge of the local market is now helping Vista to provide their solutions to smaller cinema complexes, rather than only the large multiplexes.
Because there are around 10,000 smaller cinemas - some with just one or two movie screens - Vista are working on developing new software to suit that environment.
The relationship worked so well that Vista and Big Tree also launched www.bookmyshow.co.nz in 2009, which is now the only website in New Zealand that sells cinema tickets on behalf of multiple cinema operators.
