PVR, said viewers can now watch any movie they want — including oldies, small-time and independent flicks and documentaries — by voting for them on movie-on-demand app VKAAO from Bookmyshow.

When a certain number of app users sign up for a screening at a particular time and theater, the movie theater organizes the same.

Many VKAAO users use this feature to watch independent flicks, such as documentaries, that otherwise don’t stand a chance against big budget films.

“Since its inception in January 2017, Vkaao has screened hundreds of shows, including exclusive paid previews,” said PVR.

As part of this deal, Vkaao, which is currently run as an independent platform will soon be integrated with PVR’s native digital platforms and BookMyShow.”

Vkaao Currently has a library of over 400 studio and independent titles and plans to grow this Collection manifold over the next 12 months.

“Vkaao has emerged as an alternate distribution platform for Indie film makers becoming a direct link between them and the cinemas.

“With this strategic tie up, Vkaao will have the capability to be the turnkey theatrical distribution arm for film makers, providing promotional Services, campaign strategy, advertising and theatre booking Services,” it said.

The move will help PVR fill seats at off-peak times, while giving niche audiences a chance to watch their cult hits on the big screen.

“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 moviegoers,” the chain said.

Deepak Sharma, COO PVR Pictures 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.”

BookMyShow, (Bigtree Entertainment Pvt. Ltd.), is India’s largest online entertainment ticketing platform that allows users to book tickets for movies, plays, sports and live events through its website, mobile app and mobile site.

Founded in Mumbai (India) in 1999 and launched in 2007, it is now present in over 650 towns and cities across India. - Ultra