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Dhriti Gandhi Ranjan
Dhriti Gandhi Ranjan

INNOVATION

Now get theatre on demand

sanjeev-bijli Sanjeev Bijli, Yami Gautam, Hrithik Roshan and Kamal Gianchandani at the launch of the app

Many of us, at times, miss out on watching our favourite film in theatre either due to the unavailability of tickets or because the film is no longer played in a cinema hall. To overcome these issues, PVR Cinemas has launched VKAAO (vkaao.com), a collective platform that will let film lovers experience the films of their choice in a theatre of their choice. This will be first ever 'theatre on demand' service that will empower film lovers to not just select a film and its screen time but also a nearby theatre. Sanjeev Kumar Bijli, Kamal Gianchandani, Hrithik Roshan and Yami Gautam launched VKAAO in Delhi.

In conversation with THE WEEK, Kamal Gianchandani, CEO, PVR Pictures Limited, said, “Theatre on demand is a service which empowers the users to book a film of their choice at a show and date of their choice at a theatre of their choice. Currently, the producers decide on the date of the release of the film, we decide on the shows and consumers have to pick and choose. We are turning this upside down by letting the audience decide which film and theatre, at what time and date. We are making our theatres available as per the wishes of the audiences. The service will be available across India in all PVR theatres.”

VKAAO gives consumers the choice, comfort and convenience to watch any and every film. A wide variety of films in varied genres such as classics, commercial cinema, recent blockbusters, Oscar-nominated films, documentaries and regional cinema will be available. Some films have also been exclusively released on VKAAO.

To make the 'theatre on demand' service available to film lovers, it is mandatory for PVR to sell around 50 tickets. Once this number is met, the screening will be confirmed and VKAAO will reserve the theatre, manage ticketing and ensure the delivery of the film. The customers can get their money refunded, in case sufficient number of tickets are not sold.

Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd, said, “We have created an innovative way for filmgoers to experience the films of their choice in a theatre of their choice. By being an early mover in offering our theatres on demand, PVR is helping bring a new way of film going to India.”

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Topics : #entertainment

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