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BookMyShow forays into production, strikes a deal with Disney India

BookMyShow (BMS) has marked its entry into entertainment production, as it has signed a deal with Disney to produce Broadway-style live musical stage shows in India, starting with Aladdin. As part of the deal, BookMyShow will be the producer of the stage show, and will undertake tasks like sets, lights, costumes, special effects, cast, crew, and execution among others of the musical, besides listing its tickets on its platform.

The musical will premiere at Mumbai’s National Centre for the Performing Arts (NCPA) in April 2018, followed by Delhi and Hyderabad. Disney runs similar Aladdin show across United States, United Kingdom, Australia and Japan. And now, it is bringing the same in India, which BMS will produce with local/Indian talent, and will make it more locally relevant. According to the various media reports, BookMyShow has opted for the licensee model to replicate a global show in localised manner.

The company said in its release that about 50 people will perform the musical, and the cast includes actors like Siddharth Menon (Aladdin), Taaruk Raina (Aladdin), Kira Narayanan (Jasmine), Mantra (Genie), Roshan Abbas (Jafar) and Vikrant Chaturvedi (Jafar).

Disney India’s country head, Abhishek Maheshwari said that they partnered with BookMyShow because of its understanding of the local audience and its quality of consumer engagement.

It looks like BookMyShow was testing productions before, as in an interview with Adgully, Ashish Hemrajani, CEO and Founder of BookMyShow said that the company has produced a few shows in the recent years, and that this is a logical transition, where the company has been involved with many shows.

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The show is sponsored by PayPal, and it will also be the preferred payments partner for the musical.

MediaNama’s take

It looks like since players like Paytm, Flipkart, and Amazon are beginning to enter BookMyShow’s space, the event and entertainment ticketing platform is exploring various models, and is foraying into different segments to up its game. Before productions, it tapped the music streaming segment with the launch of JukeBox last year.

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Writes about e-commerce, social media, tech and Internet ecosystem.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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