MUMBAI: BookMyShow (BMS) has joined hands with PVR Pictures for Vkaao, a web-platform that enables individuals to choose the films that play in their local cinemas.

People can pick the films they like, its screening time and even a particular PVR theatre they want it to be shown. PVR will give a variety of options and BMS will use its analytical capabilities to target the right audience.

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.

BookMyShow VP-marketing and business intelligence Marzdi Kalianiwala said, “Over the last decade, BookMyShow has redefined the access to movies for millions of its users and through Vkaao, we are excited to bring them 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. Our analytical capabilities will definitely be able to bring together a new generation of cinema lovers and create a community that shares love for such films.”

With this strategic tie-up, Vkaao will have the capability to be the turnkey theatrical distribution arm for filmmakers, providing promotional services, campaign strategy, advertising and theatre booking services. Vkaao will continue to provide its standard theatre on-demand model for films not positioned for traditional theatrical release.

PVR Pictures COO Deepak Sharma said, “Our successful association with BookMyShow spans decades and we are really excited to work with them on Vkaao. As we continue to grow the Vkaao collection of films, our mission is to enable audiences to share an endless selection of films with friends, families and local communities, and to provide for a rich and engaging experience at PVR Cinemas. This new collaboration will help create a more seamless relationship between the theatrical and the digital experience. As part of this association, Vkaao, which is currently run as an independent platform will soon be integrated with PVR’s native digital platforms and BookMyShow.”