Free Press Journal

Breaking stereotypes in the film industry

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With the evolution of Indian cinema, the industry has also seen the rise of many stories and storytellers. And many times not all these stories reach the audiences through a traditional theatrical release.

With its crowd sourced theatre on demand model, Vkaao continues to be successful in giving a platform to a new league of film makers who are increasingly using the platform to get limited releases across PVR cinemas in the country and reach out to the right audience which is tapped using BookMyShow’s analytic capabilities. Vkaao’s model allows filmmakers to create a specific film release plan that ensures focused marketing efforts and better planning of marketing budgets.

Some of the notable instances where filmmakers adopted this unconventional approach include Abhimanyu Chauhan’s social drama “Daddy’s Daughter” which he decided to first release only in his hometown of Lucknow where close to 15 special screenings were arranged through Vkaao. Another success story is that of ‘S Durga’, a highly acclaimed movie of this year which adopted a hybrid approach, where movie was traditionally released across Kerala, while outside Kerala, a very well-planned release across select theatres was executed through Vkaao. Similarly, last year’s best foreign language film at Oscars, “The Salesmen” was released using a hybrid approach through Vkaao.