India’s BookMyShow has linked up with Vkaao as a new way of launching smaller or low budget niche films across PVR Pictures’ screens.
Vkaao is primarily a web-platform that enables people of similar interests to come together to enjoy a screening in a local theatre near them.
Vkaao’s “crowd-sourced theatre-on-demand model” is aiming to become the go-to platform for independent filmmakers to showcase their work.
The platform is used to get limited releases across PVR cinemas in the country and reach out to the right audience, which is tapped using BookMyShow’s analytic capabilities.
Vkaao’s model allows filmmakers to create a specific film release plan that ensures focused marketing efforts and improved planning of marketing budgets.
Through this model, only the shows where enough people book advance tickets are made live. In traditional releases, the screenings are made available before any guarantee of box office collection is established.
Marzdi Kalianiwala, SVP of marketing and business intelligence, BookMyShow, said: “Each year our film industry produces hundreds of films that never see the light of the day and it’s been our endeavour to address this. Now with Vkaao’s unconventional platform, we are proud to support and promote the work of talented and independent filmmakers and help them take their stories to the right audience.”
Since signing partnership deals with the two entertainment giants, BookMyShow and PVR Pictures, the organic screenings on the platform have tripled.
The platform has seen nearly 50 per cent month-on-month growth in ticket sales in the last year. Vkaao currently provides the option to choose from 600 titles on its platform and organises shows in close to 50 cities across India.
Kamal Gianchandani, chief executive, PVR Pictures, said: “PVR has always supported the independent filmmakers in India. Vkaao also shares the same ethos. With Vkaao, we are hoping for more and more film-makers are able to showcase their movies on a big-screen and provide true cinematic experience to discerning audience.”