An Israeli technology company, Bigger Picture AI, is attempting to reshape the future of movie theatres by turning traditional cinemas into data-driven social hubs powered by artificial intelligence.
The company argues that cinemas must evolve beyond screenings and snacks to survive in a post-pandemic, streaming-dominated world.
Its approach blends artificial intelligence, customer analytics, and digital identity tools in an effort to transform cinemas into full-scale experience platforms rather than passive viewing spaces.
A Shift in How Audiences Use Cinema Spaces
According to Amit Bohensky, founder and chairman of Bigger Picture AI, modern audiences—especially younger generations—are no longer motivated by film alone.
He says the pandemic, combined with the rise of on-demand streaming services, has reduced the cultural habit of going out, leaving cinemas struggling to remain socially relevant.
In his view, the next step for theatres is to become places where people actively meet, interact, and spend extended time together, not just watch a movie and leave.
Bohensky argues that while many venues already try to add bars, lounges, or mall-based entertainment options, they still lack the technological backbone to truly understand or shape customer behaviour.
AI-Driven Strategy to Boost Cinema Profits
At the core of the company’s pitch is the idea that cinemas are sitting on untapped commercial potential because they do not fully understand their audiences.
Bohensky claims that venues currently lack the ability to build detailed customer profiles based on purchasing habits, visit frequency, or preferences—data that could significantly increase revenue if used correctly.
The system developed by Bigger Picture AI is designed to fill that gap by allowing cinemas to track engagement patterns and tailor offers, services, and promotions accordingly, with the goal of increasing spending per visitor and improving margins.
From Parking Lot to Popcorn: A Fully Connected Visitor Journey
The company’s platform is built around what it describes as a seamless “end-to-end” customer experience.
Visitors can be identified through apps, barcodes, or digital tokens that link their activity from arrival to departure.
This system allows cinemas to streamline entry, payments, and concessions, while also gathering behavioural data in real time.
The idea is to reduce friction for customers while increasing the number of interaction points available for venues to monetise.
In practice, this means a moviegoer’s entire visit—from parking the car to leaving the theatre—can be integrated into a single digital experience managed by the platform developed by Bigger Picture AI.
Artificial Intelligence Behind Film Scheduling Decisions
Beyond customer tracking, the company is also applying AI to cinema operations themselves, particularly in film scheduling.
The system analyses performance data across screenings, venues, and audience behaviour to recommend optimal screening times and maximise occupancy rates.
Bohensky claims this approach removes guesswork from scheduling and replaces it with data-driven decision-making.
He argues that manually calculating optimal screening times is inefficient and that AI can continuously learn from mistakes, adjusting strategies in real time to improve results.
According to the company, this capability is one of its most distinctive features, offering cinemas a way to potentially increase ticket sales through smarter programming decisions.
A Fully Managed Technology Platform for Theatres
The platform is also designed to operate without requiring heavy on-site infrastructure.
Instead of installing complex server systems, cinemas can use the company’s cloud-based services alongside technical support provided by the firm.
Bigger Picture AI says it also provides end-to-end IT assistance, covering everything from application development and debugging to resolving technical failures in theatre systems.
The goal, according to Bohensky, is to centralise all digital operations into one system while improving both operational efficiency and the customer experience.
The Future of Cinemas as Data-Driven Social Hubs
Ultimately, the company’s vision goes beyond improving cinema efficiency—it aims to redefine what a cinema actually is.
By combining AI analytics, personalised engagement, and integrated digital services, Bigger Picture AI believes theatres can evolve into social destinations where entertainment, commerce, and community interaction overlap.
Whether audiences embrace that transformation remains an open question, but the company is betting that the future of cinema will depend not only on what appears on screen, but on everything that happens around it.
