VKAAO, the crowd sourced theatre on demand model, jointly owned by India’s largest cinema exhibition player PVR Cinemas and the leading ticketing service BookMyShow, has seen a massive jump (over 100%) in number of shows in 2018.
The service was started by PVR in January 2017 and later in November, BMS entered in to a partnership to run the service together.
VKAAO, which has completed two years of run, has organized over 4500 shows of 210 movies across genres and language.
Kamal Gianchandani, CEO, PVR Pictures, said, “Currently, we have about 700 films in the catalogue, including a mix of Bollywood (30%), Hollywood (35%) and regional and international (25%). In 2018, we carried out over 3,000 screenings, compared to about 1,500 in 2017, which is very encouraging. We are extremely happy to see the way VKAAO has been embraced by the audience.”
He said that PVR is working towards expanding the film library with well-curated quality content that includes award-winning and critically acclaimed movies. “We will have over 1,000 titles by this year and will keep adding further,” Gianchandani added.
Out of the total 210 films released in the last two years via VKAAO, 38% were Hollywood, 47% from Bollywood and 15% were regional. Basis its analytics, the company has seen a rising demand for Hollywood content in tier II and III cities, where as the demand for regional films is more in the metropolitans.
Some of the key exclusive releases by VKAAO in last two years include ‘An Insignificant Man’, ‘Village Rockstars’, ‘Pahuna’, and Oscar wining movies like ‘A Fantastic Woman’, and ‘The Salesman’.
“Our journey with Vkaao has been exciting as we continue to see growing interest for alternate content in cinema. By bringing Vkaao’s curated selection of niche and exclusive films to our vast user base, BookMyShow continues to be the preferred choice for a highly personalised cinematic experience. Our analytical intelligence coupled with our huge data base enables these films to reach the right set of audiences, contributing to more than half of the tickets sold for such films. We hope to strengthen this partnership and continue to engage our combined audiences,” said Marzdi Kalianiwala, SVP – Marketing and Business Intelligence, BookMyShow.
Theatre on demand service empowers the users to book a film of their choice at a date, time and theatre of their preference.
BookMyShow’s analytical intelligence has helped the films on Vkaao’s platform to reach the right set of audiences by contributing to more than 50% and in some cases up to 80% of the ticket sales.
Vkaao has also collaborated with BookASmile, the charity initiative of BookMyShow for the first time, to screen “The Lift Boy” to over 10,000 kids across India, making this one of the largest audience outreaches for BookASmile so far. The screenings will take place across 7 metros including Mumbai, Bengaluru, Delhi, Chennai, Pune, Hyderabad and Kolkata.
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