Movies are a way of life for Ian Brown. One of his earliest memories is going to his Scottish village's cinema with his father to watch E.T., and his first job was a projectionist. That early fascination became a lifelong vocation running major cinema chains, independent theatres and international film festivals. "I've worked in this industry for 27 years. It's in my blood," he said.

Throughout his career, Brown saw firsthand the power of local cinemas to act as a community anchor – while at the same watching those cinemas struggle to compete against major multiplex chains and streaming media. To give independent cinemas the technology and infrastructure they need to compete and thrive, Brown cofounded Edinburgh-based INDY Cinema Group, a cloud-based cinema operating platform designed to revolutionise the theatre operating experience.

"We started INDY with a mission to help bring cinemas back to local communities that had lost theirs. We originally started by opening a series of independent cinemas, but realised those cinemas needed more support, something that a big chain would provide for its individual locations. That spurred us to develop the tools to help cinemas thrive in the future," said Brown.

Today, INDY helps independent theatres around the world deliver movie magic to more than 23 million patrons per year. With roots in America, the UK, Australia and New Zealand, INDY is rapidly expanding across North America, Europe and other markets to ensure the theatre experience remains modern, personal and essential for patrons. By using Stripe to help cinemas unify the payment experience for ticketing, memberships and food and beverage purchases, INDY gives independent operators everything they need to realise their cinema's full potential.

Supporting the entire cinema commerce ecosystem

With Stripe embedded into its platform, INDY delivers a unified commerce solution that helps cinemas reduce inefficiencies by replacing multiple payment systems with one platform.

In 2021, INDY launched with Stripe Payments and Stripe Connect as the foundation for embedding payments throughout the theatre operations experience. INDY's platform uses Payments to let cinemas process transactions online and in person at the box office and concessions stand. With Stripe's Optimized Checkout Suite, INDY can easily provide access to new payment methods as it scales its platform around the globe. It supports multiple currencies and payment methods like Google Pay, Apple Pay, Revolut Pay, Instant Bank Payments and Link, Stripe's digital wallet that enables customers to save their details once and check out instantly on future purchases to boost conversion.

Once onboarded through Connect, cinemas can begin accepting payments and receiving payouts without ever leaving the INDY platform. The company now operates in the US, the UK, Australia, New Zealand, the Caribbean and Canada and is planning further expansion into new territories.

"One of the great things about our partnership with Stripe is the ability to expand into new markets," said Brown. "With Stripe, we know we have the payment processor and technology we need to remove the friction [from] global growth."

Today's moviegoers expect more flexibility and convenience, which INDY uses Stripe to help deliver. By also adding Stripe Terminal in 2021, INDY was able to help cinemas equip concessions staff with handheld Stripe Reader S700, S710 and WisePOS E devices so staff can accept orders from anywhere. Patrons order and pay online before the show, using a QR code at the theatre, or in person with a server. In 2024, INDY adopted Apps on Devices to give servers the ability to take and modify orders right from the device without going back to a fixed POS terminal.

Having all its payments run through a single platform provides cinemas a unified view of their transaction data, tying together ticketing, concessions and memberships in one place. Whenever a patron pre-books tickets online, buys a glass of wine at the bar, and orders popcorn from their seat mid-film, all those transactions flow through Stripe and into INDY's system. Cinemas get a complete view of their audience, from what they watch to how often they return to their favourite snacks, helping operators identify new ways to engage and build loyalty.

How The Playhouse modernised a classic cinema with INDY

In downtown New Canaan, Connecticut, the independent cinema operator Cinema Lab recently opened The Playhouse, bringing the historic cinema back to life after a four-year closure. To stand apart from the nearby big-box multiplex and entice patrons off their couches, Cinema Lab strives to create a welcoming experience that goes beyond just watching a movie.

"From the minute that people walk in the door, they're coming to our party, and it needs to feel comfortable, welcoming, relaxed, but most of all, seamless," said Luke Parker Bowles, CEO of Cinema Lab. "INDY is with you from the moment you decide to see a movie. You buy your tickets through INDY, you walk in and check in through INDY, you buy your concessions and get your drink through INDY. But from the other side, we're also checking in staff, managing inventory, and seeing what's selling or not selling. All that payment data makes us better at our jobs. INDY really allows the experience at every point to be tailored."

For The Playhouse, this means turning a normal transaction into a human connection. When a patron scans a ticket, staff can greet them by name. By knowing what the patron likes to watch, eat and drink, staff can make suggestions for a new wine, recommend an upcoming movie, or apply a special perk without having to ask the patron if they are a member.

Jessica Flores, general manager of The Playhouse, relies on INDY to create a welcoming environment for audiences each night. "There are so many features in INDY that I never thought in my wildest dreams we'd be able to do. It allows us to offer a different level of amenities and service compared to a multiplex," she said.

For example, customers can purchase tickets at home and check in with a QR code at the door, eliminating the need to wait in line to buy a ticket. Staff can use handheld terminals to serve customers anywhere in the building, or even outside during special events on Elm Street, all without having to set up or haul around bulky point-of-sale equipment. And The Playhouse offers two membership tiers that provide movie lovers with priority access, special events, unlimited movies and other perks.

"INDY's payment system makes everything so easy that I don't have to think about it," said Flores.

Looking ahead

Even in the face of streaming media and shifting entertainment habits, INDY is confident that cinema has a bright future. By using payments to keep up with changing customer demands, INDY helps independent cinemas make going to the movies feel more personal and essential.

"New operators are coming in with new ideas. It's not just soda and popcorn; they're offering restaurant-level food and cocktails to build their customer experience," said Brown. "Nothing beats the magic of cinema, and INDY is here to help cinemas build for the future so they can better engage with today's audiences."