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
Iva Hraste Sočo, General Manager and Artistic Director of the HNK in Zagreb with Darko Horvat, President of the Management Board of BOSQAR d.d.
Photo: Niko Goga / BOSQAR INVEST
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.
Photo: Niko Goga / BOSQAR INVEST
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..
Photo: Niko Goga / BOSQAR INVEST
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.
Photo: Niko Goga / BOSQAR INVEST
Photo: Niko Goga / BOSQAR INVEST
About BOSQAR INVEST:
BOSQAR INVEST (BOSQAR d.d., together with its subsidiaries) is a European leader that operates in the industries of business process and technology outsourcing, information technology, employment services (HR), eCommerce, and Food.
With an innovative business model, BOSQAR INVEST accelerated its expansion on the market with intensive organic growth and an M&A platform. Through its buy-and-build strategy, it has acquired 57 companies since 2016. BOSQAR INVEST is focused on improving the profitability and operations of each of its acquired companies through its standardized operational models that result in significant organic growth of all companies inside the Group and the Group itself.
Today, BOSQAR INVEST operates through four business verticals: the BPTO business vertical (brand: Mplus), the HR business vertical (brands: Manpower and Workplace), the eCommerce business vertical (brand: Eplus Ventures), and the Food business vertical (brand: Future Food Solutions). All business verticals are focused on shareholder value creation through a commitment to best practices in digitalization, structured key accounts management programs, rigorous financial stability and cash management, strong and dedicated management teams, and a focus on results.
In its ownership structure, BOSQAR INVEST brings together pension funds, institutional investors, international private equity funds, development institutions, and private investors. The BOSQAR INVEST business community consists of over 13,900 employees, and the group provides its services to clients who, in addition to Croatia, do business in 57 countries around the world.
About Croatian National Theatre in Zagreb:
The Croatian National Theatre in Zagreb is the country's oldest and most important theatre institution, featuring three main ensembles: opera, drama, and ballet. It is located in the heart of Zagreb in a building opened in 1895, showcasing a rich history and tradition.
As the central national theatre, it offers a diverse program. Besides showcasing works by local authors, it also presents a wide line-up of classical, modern, and contemporary pieces from the global repertoire. The theatre performs over twelve premieres and twenty reruns each season, totaling two hundred and twenty performances.
With a reputation that resonates across Europe and the world, the Croatian National Theatre in Zagreb frequently appears on prestigious international stages while simultaneously hosting esteemed foreign productions and artists in the city. The theatre actively engages in international projects, it is a partner in programs funded by the European Union and collaborates with distinguished cultural institutions and artists worldwide. The Croatian National Theatre is a proud member of the international Opera Europa network, the FEDORA platform and the European Theatre Convention Association.
