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Updated: Non-Movie ticketing is now 40-45% of BookMyShow revenues; Starts International event ticketing


Updated Below

It looks like online ticketing venture BookMyShow has started offering tickets for International live events by adding a new International section. It has partnered with the Geneva-based online ticket marketplace Viagogo for this initiative.

At the time of writing this article, the site is offering music concert tickets for various International artists like Justin Timberlake, Miley Cyrus, Taylor Swift, Katy Perry and Kings of Leon among others. It is also offering tickets for sporting events like FIFA World Cup 2014, Austrian F1 Grand Prix, Belgian F1 Grand Prix and ATP World Tour Finals among others.

We also noticed that BookMyShow itself is not powering the ticketing of these events, rather it is acting more as an affiliate partner for Viagogo, by directing users to buy tickets from the latter’s website. All the cancellations and refunds will also be managed by Viagogo.

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Note that Viagogo has an affiliate program which offers businesses 7% commission on ticket sales, along with other features like branded widgets, banners and access to Viagogo data. It’s not clear whether BookMyShow has the same deal with Viagogo or a separate deal. Update: BookMyShow CEO Ashish Hemrajani told Medianama that they have a separate deal with Viagogo but declined to disclose the terms of the partnership.

Hemrajani said that they are still experimenting with international events and will decide on whether to opt for more such partnerships or stick with one partner depending on the user response. He claimed that the International section has already witnessed around 300,000 visits since its launch two weeks ago. While Hemrajani declined to disclose the number of International ticket sales until now, he mentioned that some of the popular events has been Belgian Grand Prix, Bahrain Grand Prix and One Directions concert among others.

On tie-ups with travel companies: BookMyShow is currently in talks with various travel companies to offer event packages which might comprise air tickets, hotel reservations and the event tickets, however Hemarajani noted that these packages works only when the consumer is travelling just for the event.

Non-movie contribution to BookMyShow: Hemarajani mentioned that non-movie ticketing now contributes to about 40%-45% of BookMyShow’s revenues, although in terms of transactions, it’s still skewed towards movie ticketing with non-movie ticketing accounting for about 20% of the company’s total transactions.

BookMyShow – PVR Deal: Last July, BookMyShow had also signed a five year strategic partnership with PVR Cinemas to offer ticketing from the multiplex chain. As per the agreement, BookMyShow had become PVR’s “preferred e-ticketing channel partner” and was targeting Rs 1,000 crores of ticket sales over a five year period. (Also readWhat The PVR-BookMyShow Movie Ticketing Deal Means For Customers, PVR & Theaters)

The company had also released new versions of its iOS, Android and Windows apps in January this year. Earlier in February, BookMyShow reported that the average tickets sold every month had increased by 53% to 2.9 million for the quarter ended December 30, 2013, up from 1.9 million average ticket sales in the same quarter last year.

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Updates: Headline changed, Added more information on event ticketing revenues and travel tie-ups

Also read:

BookMyShow CEO Ashish Hemrajani On The PVR Deal, Mobile, Monopolies & more
BookMyShow CEO Ashish Hemrajani On Ticket Pricing, Refunds, Competition, Offline Ticketing & More
#Outlook14: What Indian E-Commerce Companies Plan To Do

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