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PVR launches India’s first ‘theatre-on-demand’ service

MUMBAI: PVR Cinemas, in association with VKAAO, has announced the launch of the country’s first ‘theatre-on-demand’ service.

VKAAO is a collective action web platform that enables individuals to choose the films that play in their local theatres.

Starting Friday, PVR Cinemas are providing all their theatrical venues for individually curated events, showcasing VKAAO’s growing collection of hundreds of studio and independent films.

PVR Ltd joint MD Sanjeev Kumar Bijli said, “We have created an innovative way for moviegoers to experience the films of their choice in a theatre of their choice. Through VKAAO, moviegoers are empowered to select a film, screening time and the nearby theatre, and then spread the word to their immediate and online community. Once a necessary number of patrons commit to attending, the screening will get confirmed and VKAAO will reserve the theatre, manage ticketing and ensure delivery of the film, allowing the audience to sit back and enjoy the show. By being an early mover in offering our theatre on demand, PVR is helping bring a new way of movie going to India.”

The company has partnered distributors and independent filmmaker to build an extensive library of content covering a wide array of film genres and subjects. In addition, VKAAO’s demand-based service provides a unique platform for offering new and old releases to targeted markets across the country, creating opportunities for new and old films to reach theatres and audiences through a local, community-based approach.

PVR Pictures Ltd CEO Kamal Gianchandani stated, “VKAAO will allow films to play wherever there is an audience for it. Films target a diverse set of audiences. The most interesting aspect of VKAAO is that it empowers audiences to find their preferred films and films to find their audiences. We are extremely pleased to offer a platform that facilitates for exhibitors, film-makers and producers, an extraordinary collaboration with moviegoers and influencers. We look forward to VKAAO becoming an important platform to connect our film-makers and their films with individuals and communities across the country.”

Currently, PVR operates 562 screens across 122 properties in 48 cities (18 states and one Union Territory).