Vkaao - India's First On-Demand Theatre Platform

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The Brief

With 579 screens across 126 locations in 50 cities, PVR India found themselves saddled with a significant number of unsold tickets, especially during weekday shows. Our brief was to create a profitable solution for this inventory.


The Strategy

Our target audience were living in metros- millennials, students and working professionals alike who were used to the convenience of streaming shows and movies. They are also the kind of audience who watch different genres of movies and who believed that some movies are made to be experienced with a group of friends/family in a theatre.

Our approach was simple yet path-breaking – changing the way theatres operate by:

1) Theatres: Utilizing and monetizing low occupancy theatres
2) Viewer: Amplifying user experience by allowing them to choose the movie to be screened, no matter how niche.
3) Film-maker: Enable long tail revenue model, cost efficient, effective reach and a boon for independent filmmakers.

Our strategy was to flip the movie-watching dynamic on its head – from being supply driven to being demand-driven.


The Idea

Here is where PVR's product Vkaao- India's First On-Demand Theatre Platform was born. It was a business model innovation that was designed around changing consumer behaviour. VKAOO is available on both Web, Android and iOS, available in all major metros - lets users book their screen in simple steps: 1) Select a Movie 2) Choose a Date & a nearby Theatre 3) Showtime of your choice and 3) Create a screening, 4) Pay Ticket Price As Low As 100 just for you or Book an entire theatre.


The Execution

The platform enables users to book a screening or join one simply via a social login. Upfront task based categories facilitate quick comprehension and interaction.

For signed up users, the site seamlessly creates an upfront login that provides deeper engagement by tracking upcoming screenings, providing tailored recommendations and details of previous screenings. Right CTAs at the right time make it easier to use. Multiple ways of searching, filtering and browsing (including a fun drag n' drop for similar-genre discovery) spur exploration. Minimalist design, easter-egg animations on text mouse-overs further enhance overall experience.


The Outcome

Vkaoo was launched without any fanfare in January 2017, but this hasn't stopped the service from: finding a place on mobiles with 17237 downloads in, successfully completing over 100 shows, and over 5000 tickets booked.

Vkaoo even in its initial stages has received a lot of coverage on publications like The Hindu, The Indian Express, NDTV, and more- testament to its true potential of disrupting the entertainment industry as we know it.

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