BookMyShow and PVR Cinemas have partnered for PVR’s on-demand-screening platform Vkaao.com, which will allow users to book and demand Vkaao’s content via BookMyShow platform.

PVR has 600 screens across 51 cities in India. It launched Vkaao in January this year, which let users to choose the films they want to screen in their local PVR Cinemas. As part of this association, Vkaao, which currently run as an independent platform will soon be integrated with PVR’s native digital platforms and BookMyShow. We checked BookMyShow’s Android mobile app, it has not got the update yet. However, the feature is up on PVR’s website.

There’s no indication of how many users PVR has, but suffice to say that BookMyShow has more. This will help more users discover Vkaao, and book or vote for independent screenings, simply because BookMyShow has that active user base.

As part of the tie-up, BookMyShow will help PVR identify the right set of viewers and curate screenings using analytics, and PVR Pictures will focus on making most-demanded content available along with strengthening its library of films across genres and languages. PVR claims that since its inception early this year, Vkaao has helped identify films for screening hundreds of shows, including exclusive paid previews. It currently has a library of over 400 studio and independent titles, and plans to grow this collection manifold over the next 12 months. Vkaao also lets users book for ‘special occasions’ like birthday parties, etc., which lets users select a movie and book the entire screen, by paying upfront, for the duration of the selected movie.

BookMyShow also has a feature which allows users to plan ahead for shows, movies and events with friends, family, etc. within the app. Its ‘Plan It’ feature accepts a user’s contact book data to connect with other users with a BookMyShow app. Plan It works like an instant messaging app, which allow users to interact with other app users in real time, suggesting movies, showtimes, venue options and eventually completing a booking. That should work well with Vkaao.