PVR’s theatre-on-demand platform Vkaao completes two years

MUMBAI: PVR Cinemas, the largest and the most premium film exhibition company in India along with BookMyShow, India’s leading entertainment destination celebrate the second successful year of Vkaao today.

Screening over 4000 films from across genres and language, Vkaoo offers a platform to showcase quality content to the Indian audience. With a library of over 500 movies, offering an equal mix of Hollywood, Bollywood, and regional content; theatre-on-demand enables patrons to enjoy complete control of the movie viewing experience. Functioning through PVR Cinemas’ theatrical circuit and BookMyShow’s online presence; Vkaao has enabled global content reach to the smaller towns of the country.

In the last two years, Vkaao has released 210 films with a ratio of 38% of Hollywood, 47% percentage of Bollywood and 15% percentage of regional content across 2017 and 2018. Basis its analytics, the company has seen a rising demand for Hollywood content in tier II and III cities, where the metropolitans have cherished the regional films more.

The movie being the oldest and the most popular source of entertainment in India, this crowdsourced platform has set a new trend of making diverse and quality content easily accessible to the audience across the country. Some of the key exclusive releases by Vkaoo in the last two years are An Insignificant Man, Village Rockstars, Pahuna, Oscar-winning movies like A Fantastic Woman, and The Salesman.

PVR Pictures CEO Kamal Gianchandani said “We are extremely happy to see the way Vkaoo has been embraced by the audience. With a focus to develop an innovative, self-sustained platform to showcase global content; we continue with our endeavour to empower the cine-goers to experience their preferred movies at their preferred locations. Our film library is also expanding with well-curated quality content that includes award-winning and critically acclaimed movies. This is a new way of a film going experience, where everyone has their coming-of-age movies.”

BookMyShow senior VP marketing, business intelligence Marzdi Kalianiwala said, “Our journey with Vkaao has been exciting as we continue to see a 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 database 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. Theatre on-demand service empowers the users to book a film of their choice at a date, time and theatre of their preference. It is simple, convenient and memorable.”