The tech genius behind seamless cinema experiences: Priidu Paomets
Priidu Paomets, Lead Software Architect at APL Digital Solutions
In the world of cinema technology, one individual stands out as the "technical father" orchestrating the seamless integration of various components to create a holistic cinematic experience for the Nordic markets. As the Lead Software Architect at APL Digital Solutions, a software company specialising in sales solutions for the entertainment industry, Priidu is the mastermind behind Markus, a key product that caters to small independent theatres and big chains like Finnkino.
Priidu's journey began in 1994 when he teamed up with Oskar Rossar, current CEO of APL Digital Solutions, to assist with computerising ticket sales for Estonia's first proper cinema, Kosmos. This partnership has endured for over two decades, with Priidu's focus evolving from cinemas to restaurants and other types of entertainment. He ensures that Markus remains flexible and capable, serving both small independent theatres and major chains as well as other types of businesses.
Markus stands out for its adaptability, seamlessly handling the needs of small theatres with just one or two screens and scaling up to accommodate giants like Finnkino with 17 theatres and 119 screens. This flexibility extends beyond ticketing, integrating with other aspects of the entertainment business, such as concession sales and restaurant services. Priidu emphasises the importance of not limiting capabilities, ensuring that all clients receive the same capabilities, features, and quality service regardless of size.
February 2006 in Beirut, Lebanon. Setting up Wi-Fi networks on-site to ensure the necessary infrastructure.
Adapting to a changing technological landscape
Over the years, cinema technology has become smoother and more user-friendly, and Markus's sales and management platform has been constantly evolving. Priidu discusses advancements such as dual screens for ticket sales, allowing customers and staff to view relevant information simultaneously. The evolution has been driven by a collaborative effort with Oskar, and other key team members aligning software development with the changing needs and concepts in the cinema industry.
Reflecting on challenges, Priidu shares the early struggles of slow ticket sales, emphasising the need to understand the intricacies of the business as well as the technology stack. Today's challenges revolve around enhancing interaction and collaboration between business units while maintaining manageability and user-friendliness. One example of this is supporting unified cross-country and cross-business customer loyalty benefits.
Cinema City movie theater in Beirut. The City Mall was home to a 10-screen multiplex, which opened in 2006.
Global ventures and cultural nuances
Markus operates globally, encountering diverse cultures and unique business scenarios. Cloud services like Microsoft Azure have played a crucial role in overcoming geographical barriers, especially in cases where local businesses do not have their own technical infrastructure.
Priidu emphasises the ongoing process of making the system more flexible and powerful, yet easy to use. It requires balancing the needs of both small and large clients while maintaining the overall cohesiveness of the entire system.
July 2004 in New York City, the United States. Priidu Paomets spent a week on-site to prepare for the grand opening of the ImaginAsian movie theater in Midtown Manhattan.
Beyond software: cinema innovations
Looking ahead, Markus plans to further innovate the product sales capabilities, modernizing the ticket sales experience and optimising existing systems for better manageability and reach across various platforms. The company also manages film distribution logistics, keeping track of upcoming releases and coordinating with different studios.
As Priidu concludes, the relationships built with cinemas feel like a family. Markus's collaborative spirit and adaptability have shaped the company's success and contributed to the seamless functioning of cinemas worldwide. Priidu's journey from the early days of cinema technology to navigating global challenges showcases Markus's integral role in the evolving entertainment technology landscape.