PVR Pictures launched Vkaao theatre-on-demand service

Multiplex chain operator PVR Pictures in January 2017 launched its theatre-on-demand service Vkaao.Vkaao is an online platform that enables consumers to watch any movie of their choice at a theatre of their choice.However, the minimum requirement for a show to be confirmed would be 50 seats.

Vkaao is very disruptive and gives control to customers to choose what they want to watch, when and where.Initially, the service will begin with 500 film titles across different languages and genres.The company is also planning to increase Vkaao offerings to 1,000 titles in 3 months. By the end of 2017, it will offer around 2,500 film titles.

PVR Cinemas, a group company of PVR Pictures, operates 562 screens in 122 properties in 48 cities across India.The company is planning to add 30 more screens by the end of 2016-17 financial year and another 70-80 screens during the 2017-18 financial year.

Half of these new screens will come in the those cities where the PVR has the presence already and the other half of the screens will be in new cities.In January 2017, Warburg Pincus bought 14 per cent equity in PVR for about Rs 820 crore.

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