With the evolution of Indian cinema, the industry has also seen the rise of many stories and storytellers. And most of the time, these stories fail to reach the audiences through a traditional theatrical release. BookMyShow and PVR Pictures-backed Vkaao are bringing about a change.

One notable example of this is the release of Sanal Kumar Sasidharan's S Durga. The distributors of the highly acclaimed film adopted a hybrid approach, where the film was traditionally released across Kerala, while Vkaao released it outside Kerala through select theatres. 

Vkaao is primarily a web platform that enables people of similar interests to come together to enjoy a screening in a local theatre near them. This brings a personalised cinematic experience for the users. Since the strategic tie-up between the two entertainment giants--BookMyShow and PVR Pictures--the organic screenings on the platform have tripled. The platform has seen nearly 50 per cent month-on-month growth in ticket sales in the last year. Vkaao currently provides the option to choose from 600 titles on its platform and organises shows in close to 50 cities across India including metro and Tier II cities.