This multiplex chain has a unique idea to drive more people to theatres

PVR, India’s largest multiplex chains have found a new business technique to drive more people. The company now allows people to watch the movie they want to, old or new.

Vkaao, a new program will do a special screening, it offers a catalogue in which people could choose the movie they would like to watch, and when they would want to watch it. The catalogue contains 400 Bollywood movies, Hollywood and regional language titles. Some of these include old blockbuster hit Dil to Pagal Hai, critically acclaimed Gandhi, as well as three-year-old Brad Pitt-starrer Fury.

. The screening will get confirmed if enough people show interest and buy tickets. PVR will handle the booking process as well as send the film to the theatre. “It is an interesting initiative. Not sure if it will work, though,” said Mumbai-based Tipu Sultan. “Not unless they have a better lineup of movies at least,” he added.

The service is available in nearly every region — including New Delhi, Bangalore, Mumbai, Chennai — where PVR theatres are.

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