BookMyShow and PVR Pictures join hands for Vkaao

BookMyShow has joined hands with PVR Pictures for Vkaao, a web-platform that enables individuals to choose the films that play in their local cinemas. As part of this association, the two brands have come together to bring curated content by empowering the fans and movie goers to choose films, screening time, and theatre locations at any PVR Cinema across the country.

While PVR Pictures will continue to focus on making available a variety of films across genres and languages, BookMyShow will leverage its advanced analytical capabilities to identify the right set of viewers and curate screenings backed by its decade long intelligence and incisive understanding of movie goers.

Since its inception in January 2017, Vkaao has screened hundreds of shows, including exclusive paid previews. Vkaao currently has a library of over 400 studio and independent titles and plans to grow this collection manifold over the next 12 months.

"Through Vkaao, we are excited to bring them (customers) a curated selection of niche and exclusive films. This will be coupled with Vkaao’s cinematic experience that is highly personalised, and driven by people themselves, empowering them to share it with others with similar interests," said Marzdi Kalianiwala, VP-Marketing and Business Intelligence, BookMyShow.

Deepak Sharma, COO PVR also said that new collaboration will help create a more seamless relationship between the theatrical and the digital experience.