PVR Cinemas launches Theatre on Demand service

NEW DELHI: India’s leading cinema company PVR Cinemas has launched VKAAO, a collective action web-platform that enables individuals to choose the films that play in their local theaters. VKAAO will start offering the ‘Theatre on Demand’ service to the entire PVR Cinemas circuit, starting today. PVR Cinemas will provide all its theatrical venues for individually curated events showcasing VKAAO’s growing collection of hundreds of studio and independent films.

“We have created an innovative way for moviegoers to experience the films of their choice in a theater of their choice. Through VKAAO, movie goers are empowered to select a film, screening time, and nearby theater, and then spread the word to their immediate and online community. Once a necessary number of patrons commit to attending, the screening will get confirmed and VKAAO will reserve the theater, manage ticketing and ensure delivery of the film; allowing the audience to sit back and enjoy the show. By being an early mover in offering our theaters on demand, PVR is helping bring a new way of movie going to India,” said Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd.

“VKAAO will allow the film to play wherever there is an audience for it. Films target diverse set of audiences, the most interesting aspect of VKAAO is that it empowers audiences to find their preferred films and films to find their audiences. We are extremely pleased to offer a platform that facilitates for exhibitors, film-makers and producers, an extraordinary collaboration with movie goers and influencers. We look forward to VKAAO becoming an important platform to connect our film makers and their films with individuals and communities across the country,” said Kamal Gianchandani, CEO PVR Pictures.