- BOSQAR INVEST continues as the main sponsor of the Croatian National Theatre in Zagreb for the third consecutive year
- Croatia's first AI-powered theatre concierge, developed in collaboration with Mplus/ BOSQAR INVEST, will enhance audience experiences by assisting with performance selection, ticket purchases, and nearby recommendations
- The Croatian National Theatre will integrate Mplus’s AI platform, Buzzeasy, to streamline audience communication
Zagreb, Croatia, February 12th, 2025 – As their partnership enters its third year, the Croatian National Theatre in Zagreb and its main sponsor, the BOSQAR INVEST group, are unveiling new plans to enhance the experience of theatre audiences in 2025.
Building on two years of collaboration with Mplus – a European leader in BPTO services and part of the BOSQAR INVEST group – the Croatian National Theatre is set to introduce Croatia's first AI-powered theatre concierge.
This innovative service will assist visitors in selecting performances tailored to their interests, purchasing tickets, and finding nearby accommodations, restaurants, bars, or parking.
Additionally, the upcoming season will see a significant leap in audience communication. By integrating Buzzeasy, an advanced Mplus AI platform, the Croatian National Theatre will consolidate interactions across multiple channels – including Messenger, WhatsApp, Instagram, live chat, and email – into a single streamlined interface.
This will allow for faster, more efficient communication and an improved theatre-going experience.
With these innovations, the Croatian National Theatre and BOSQAR INVEST continue to push the boundaries of digital transformation in the arts, ensuring a more accessible and seamless experience for theatre lovers.
"We are delighted to continue our partnership for the third consecutive year with BOSQAR INVEST, a Croatian business group with world-class expertise and our main sponsor. Together, we have built a creative and innovative collaboration between culture and entrepreneurship. As a European leader in user relationship management technologies, BOSQAR INVEST played a key role in expanding our audience and improving communication over the past two years. Throughout our partnership, we have launched several activation campaigns and made significant progress in digitalizing the theatre. This year, our collaboration will introduce new services that will further enhance the audience experience, bringing our practices in line with international standards," said Iva Hraste Sočo, General Manager and Artistic Director of the Croatian National Theatre in Zagreb.
Throughout the partnership, BOSQAR INVEST has provided substantial direct financial support, digitalized theatre communications, and optimized internal processes, setting a benchmark for private-sector investment in public institutions at the European level.
Last year, Hraste Sočo showcased this innovative collaboration model at the Vienna conference of Opera Europa, the largest association of opera and ballet companies in Europe.
"The Croatian National Theatre in Zagreb, as Croatia's leading theatre and one of the most influential cultural institutions in the Adria region, is at the forefront of artistic transformation in this part of Europe. For the third consecutive year, our partnership has successfully blended tradition with innovation, with the goal of enhancing the cultural experience for audiences. By leveraging cutting-edge technologies from our BPTO vertical, Mplus, we aim to support the continued evolution of art and culture in the digital age, creating new ways to engage and connect with audiences. With the Croatian National Theatre's commitment to modernization - from streamlining the ticketing system to improving audience communication - more people are gaining access to world-class culture, allowing greater focus on artistic creativity," said Darko Horvat, President of the Management Board of BOSQAR d.d..
As part of this collaboration, the Croatian National Theatre in Zagreb has significantly expanded and strengthened its audience base, launched targeted activation campaigns to boost ticket sales and promote theatre programs, and enhanced user support for CNT subscribers – leading to improved communication and a better customer experience.
Thanks to a strategic approach to repertory planning and the partnership with BOSQAR INVEST, the theatre has seen continuous growth in its subscriber base over the past three seasons, reaching over 5,600 subscribers for the 2024/2025 season, with an average auditorium occupancy exceeding 95%.
As they enter their third year of partnership, the Croatian National Theatre in Zagreb and BOSQAR INVEST will continue advancing cultural initiatives by expanding services, further developing customer support, maintaining databases, and integrating these efforts with the theatre's systems and website.
