Unique X, a global leader in digital cinema technology, is pleased to announce that CineStar Cinemas has selected Smart Trailering for deployment across its circuit in Croatia, Serbia, Bosnia and Herzegovina and Kosovo.
The agreement marks the latest milestone in a long-standing technology partnership between the two companies. CineStar has successfully deployed RosettaBridge Theatre Management System (TMS), RosettaNet Circuit Management System (CMS) and BaseKey KDM services across its cinema estate, with Smart Trailering now being introduced as a natural extension of the Unique X platform.
By implementing Smart Trailering across all 29 locations, CineStar will automate the traditionally manual process of trailer selection and placement, ensuring that audiences are presented with the most relevant and effective pre-show content while significantly reducing operational workload for cinema teams. The solution will leverage business rules, content attributes and programming data to intelligently build trailer packages across the entire circuit, delivering consistency, efficiency and enhanced promotional opportunities.
The deployment will enable CineStar to further streamline cinema operations by integrating trailer management into its existing Unique X ecosystem. Working alongside RosettaBridge, RosettaNet and BaseKey, Smart Trailering will provide a fully connected workflow from content management and scheduling through to automated trailer programming and presentation.
What the partners are saying
“We are delighted to further strengthen our partnership with CineStar through the deployment of Smart Trailering across all four territories. CineStar has been a valued customer for many years and has consistently embraced technology that drives operational excellence and enhances the cinema experience. The addition of Smart Trailering is a logical next step in that journey, bringing greater automation, consistency and efficiency to trailer management across their entire circuit. We look forward to continuing our successful partnership as CineStar expands its use of the Unique X platform.”
— Roger Harris, CEO of Unique X
“Our partnership with Unique X has delivered significant operational benefits across our business, from theatre management and circuit management through to KDM automation. Smart Trailering was a natural addition to our technology strategy, allowing us to automate another important aspect of cinema operations while ensuring a consistent and high-quality experience for our guests. We are pleased to continue expanding our relationship with Unique X and look forward to the benefits this deployment will bring across all of our territories.”
— Jadranka Islamović, CEO & member of the board
About Unique X
Established in 1997, Unique X is the world’s largest supplier of innovative digital cinema solutions, providing intelligent, autonomous cost-saving software and revenue-generating fully managed content services. Unique X operates in 102 countries across the globe and excels in delivering mission-critical cinema software. Advertising Accord currently powers 1.25 billion advertising spots annually across 31 territories and 48,500 screens worldwide. With its fully automated capabilities, it is transforming cinema advertising by providing exhibitors with a complete end-to-end solution that integrates both traditional and programmatic sales. Market-leading cinema solutions include RosettaBridge TMS (Theater Management System), RosettaNet (Circuit Management System), Movie Transit (Digital Cinema Package Content Delivery Network), Basekey (KDM management), RosettaLive (Event Streaming), Advertising Accord (Complete Advertising Sales Management and Programmatic Advertising), KDMX (next generation global KDM services) SmartTrailering (Intelligent Trailer Scheduling) and Unique’s unrivalled consumer product, the movie and gaming content private cinema hire event platform “Book The Cinema”.
About Cinestar Cinemas
CineStar Cinemas is the largest and leading cinema exhibitor in Croatia, Serbia, Bosnia and Herzegovina and Kosovo, operating a total of 29 multiplexes, 185 cinema auditoriums and more than 27.700 seats. CineStar multiplexes are fully digitalized cinemas equipped with state-of-the-art laser projection technology, in line with the latest global trends and industry standards. CineStar offers audiences premium cinema formats, including IMAX, ScreenX, 4DX, RealD 3D digital technology, eXtreme auditoriums, and immersive 3D sound.
With its unique cinema-and-bar concept at CineStar in Mall of Split, CineStar demonstrated its position as a technological and innovation leader in the European cinema industry by winning the prestigious ICTA EUROPE Award for “Best New Cinema” in 2017.
Building on this success, in 2019 the International Union of Cinemas (UNIC) named Blitz-CineStar the Best Cinema Exhibitor in Europe. The prestigious International Exhibitor of the Year award was presented to Blitz-CineStar at CineEurope in Barcelona, recognizing the company for raising industry standards and achieving continuous growth. UNIC particularly highlighted CineStar’s commitment to delivering the best possible cinema experience through constant innovation, establishing the company as one of the leading and fastest-growing cinema chains in the region and across Europe.
Further international recognition followed in 2026. for Concept Cinema Belgrade and CineStar Megaplex Prishtina in Kosovo. Boxoffice PRO, the prestigious global authority recognizing excellence in modern cinema design, technology, service, and operational standards, included both cinemas on its Blue Ribbon Awards list of the world’s finest movie theatres. This recognition further confirms CineStar’s dedication to delivering outstanding cinema experiences through innovative technologies, premium service, and the highest operational standards.
