Vkaao partners with Demand Film to venture into seven new international markets
MUMBAI: Vkaao, India’s first theatre-on-demand platform co-founded by PVR Pictures and BookMyShow, has partnered with Demand Film, a Perth, Australia based cinema-on-demand platform to foray into seven new international markets – Australia, New Zealand, USA, Canada, UK, Ireland and Germany.
In line with the brand’s vision to propel consumer choice through content curation, this association aims at enabling increased content sharing and offering a larger audience base to the budding filmmakers. International projects will be included in Vkaao library as a part of this partnership and with a target to add 10 films on a year-on-year basis.
The tie-up aims at catering to the growing demand for diverse content across genres, ensuring that the movie patrons are provided with quality content with a wide variety of choices. Through Demand Film, Vkaao will take acclaimed Bollywood and regional content overseas, to a market worth $100 million.
In the first phase, Vkaao will include movies like MAMIL, Peleton Against Plastic and The Doors- 50th Anniversary Celebration Remaster in its library for the Indian movie patrons.
While Demand Film is set to add Bollywood classics like Amar Akbar Anthony, Namak Halaal and Jab We Met in its offerings for the international audience, along with independent releases like The Lift Boy and Once Again. So far, Vkaao has conducted over 4,000 screenings across metros and tier I and II cities.
Talking about the association, PVR Pictures CEO Kamal Gianchandani said, “We are excited to announce our foray into seven new markets with Demand Film. For the last two years of Vkaao, the response has been overwhelming in India and we have witnessed an increase in demand for good quality content. This is a natural progression for us to keep expanding our library with critically acclaimed, popular films and on the side-ways enable our global audience to experience Bollywood and regional films.”
In India, the crowd-sourced theatre on-demand platform functions through PVR Cinemas’ theatrical circuit and BookMyShow’s online presence. “With this partnership, we look forward to supporting the filmmakers in maximizing their reach by offering an international platform to them. We are looking forward to a long term association with Demand Film and to continue curating quality content for our audiences,” Gianchandani added.
Demand Film CEO David Doepel commented, “This expansion is also quite different for our company as we are choosing to partner with another company rather than entering the territory ourselves. Liasoning with Vkaao’s expertise and their own joint venture with PVR, the largest cinema chain in India, we expect to make a rapid market entry with the right business direction.”
Vkaao co-founder Vaibhav Lal agreed that the opportunity is a win-win for both organisations and said, “Access to a company that shares the same ethos and business model as us and that has the largest footprint globally will bring significant value to the filmmakers that sign with us. We are also excited to have access to new titles that will work in the Indian marketplace. We have a rich and varied and discerning audience and the stereotype of just Bollywood is not an accurate one.”