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<ul><li>The last 19 months have been difficult for the movie and events industry. However, with <keyword id="6584707" type="General" weightage="20" keywordseo="cinema-halls" source="Orion">cinema halls</keyword> opening up across the country and live events also slowly starting, things are finally looking up.</li><li><keyword id="277892" type="General" weightage="20" keywordseo="ashish-saksena" source="Orion">Ashish Saksena</keyword>, COO - Cinemas and <keyword id="5147613" type="General" weightage="20" keywordseo="anil-makhija" source="Orion">Anil Makhija</keyword>, COO – Live <keyword id="4578" type="General" weightage="20" keywordseo="entertainment" source="Orion">Entertainment</keyword> &amp; Venues, <keyword id="600792" type="General" weightage="20" keywordseo="bookmyshow" source="Orion">BookMyShow</keyword> talk to us about the kind of revival they have been witnessing on the platform and tell us why they are hopeful for a healthy revival in 2022.</li></ul>The year has almost come to an end and what a year of ups and downs it has been. However, things are slowly moving towards normalcy and we couldn’t be more thankful. One thing that is making things feel normal or somewhat close to normal again is the opening up of cinema halls. There has been a lot of pent up demand with people just tired of being stuck at their homes so this has been a welcome change. More and more people want to get back to watching movies on the big screen and the numbers are showing. Recent big-ticket releases like Akshay Kumar-starrer <keyword id="7188379" type="General" weightage="20" keywordseo="sooryavanshi" source="Orion">Sooryavanshi</keyword>, Rajnikanth’s Annaatthe, Marvel’s Eternals, Dulquer Salmaan’s <keyword id="268517" type="General" weightage="20" keywordseo="kurup" source="Orion">Kurup</keyword> and most recently the latest Spiderman movie, <keyword id="10823072" type="General" weightage="20" keywordseo="spider-man-no-way-home" source="Orion">Spider-Man No Way Home</keyword> have led to a surge of people wanting to book tickets on online ticketing platforms. So we wanted to know what kind of revival online booking platforms like BookMyShow (BMS) are witnessing. And we got some answers from Ashish Saksena, COO - Cinemas, BMS and Anil Makhija, COO – Live Entertainment &amp; Venues, BMS and what both painted a picture of hope for cinemas, events as well as online platforms in 2022. Bringing people back to cinemas and events With cinemas across all states in India finally opening, there is a lot of optimism about this quarter kick-starting the recovery cycle for cinemas, audiences and the industry as a whole. BookMyShow witnessed a hockey stick growth in user engagement, traffic and transactions nearing pre-covid levels on the platform within just the first ten days of cinemas opening up. “Within the first 10 days of the movies releasing pan-India, daily consumer traffic surged to 76% of pre-Covid levels on an average while user engagement has been steadily rising the charts, already surpassing 66% of pre-covid levels on BookMyShow,” shared Saksena. Consumers from Chennai, Hyderabad, Bengaluru, Mumbai, Delhi, Kolkata and Ahmedabad have been quickest to return back to the movies contributing, 48% of the traffic recovery. To encourage people to come back to the big screen, BMS has been running a six-month-long campaign #CinemaIsBack that it has conceptualised and executed in-house team. “The campaign aims at targeting entertainment-lovers across age groups, geographic restrictions notwithstanding and social setups through various social media platforms, with the spotlight on the all-new out-of-home movie entertainment experience - different but not a shred less than earlier! It is a visual, socially engaging and meme-based series executed on digital and social media and will be amplified across BMS’s customer base and potential new audiences both on the platform’s mobile app and website through mailers, push notifications along with social media platforms as also digital media to engage audiences through relevant video, visual and timely content,” added Saksena. <div type="image" title="#CinemaIsBack_BookMyShow" msid="88342145" hostid="261"></div> BMS is also going to onboard brand advocates to highlight the safety measures being undertaken at the cinemas. It is also working with partners across industries including Amazon, ixigo and MyGlamm to curate special offers and discounts for its transactors through the festive season. Apart from movie tickets, BMS also sells tickets for other experiences and events too. So is the enthusiasm to those offerings encouraging too? “There is a definitive rise in demand across cities. However, the format of events (stand-up comedy, music concerts, festivals &amp; performances) will gravitate towards smaller-capacity ones (bars, restaurants, clubs) where Covid safety protocols can be implemented seamlessly. The pent-up demand for these events led to an average occupancy of 70% for an event with the 50% capacity guidelines, as permitted by the government. The capacity of these events typically ranges between 200-3000 attendees depending on the venue. We believe that audiences are elated to be back enjoying their favourite entertainment experiences thus providing some semblance of the pre-Covid live entertainment scenario. Currently, comedy, live music concerts and artist performances as well as regional theatre are amongst the most preferred and transacted events on BookMyShow,” explained Makhija. The response from smaller cities has been encouraging too and if the situation improves from where they stand today, both Makhija and Saksena are hopeful that the Tier II and III cities will contribute to the platform’s growth next year. Marketing during the pandemic While live events and cinemas were completely shut during the lockdown months, it was important for the platform to maintain its connect with its consumers. Apart from the #CinemaIsBack campaign, the strategy was also to keep talking to its audience. Speaking about its marketing strategy, Saksena said, “With an all-new integrated booking flow, keeping in mind the SOPs mandated by the government, and our #CinemaIsBack campaign across digital and social media, our focus has been on educating the consumers about the safety precautions undertaken by various partners across the industry while rekindling the memory and magic of the movie experience on the big screen with popcorns and beverages in tow. On social media, we have been engaging with our consumers through quirky, fun, nostalgic contextual posts and contests, providing an exhaustive collection of information, which in turn has been enabling consumers to make a well-informed decision even before they step out of their homes. As newer and newer content kicks in, we will expand our social media outreach, making it an all-encompassing programme with offers, contests and influencer marketing kicking in our brand ambassador initiative outlined earlier.” The way forward With cinemas opening in India and production houses announcing a line ups of big budget movies across languages and genres since the festive season this year, BMS anticipates the road to recovery to be smooth in 2022. “Over the next few months, we look forward to welcoming film enthusiasts and cinephiles #BackToTheatres for a safe entertainment experience through the festive season and beyond. Buoyed by the initial response to cinemas over the last month and given the staggering number of film titles set for release in December through Christmas and New Year, we believe we can expect strong growth from cinemas in the short-term itself. As far as live events go, globally countries like USA and UK have gone back to pre-covid levels and we are expecting a similar compelling return for live entertainment through 2022-23. The pace at which the country’s vaccination drive is progressing reposes confidence that the stage has been set for a long-impending revival of the entertainment business in India with all the standard safety protocols in place,” concluded Saksena.

Why BookMyShow is hopeful for a healthy revival in 2022

<ul><li><keyword id="600792" type="General" weightage="40" keywordseo="bookmyshow" source="Orion">BookMyShow</keyword>’s survey shows that India’s favourite entertainment choice is watching movies on the ‘Big Screen’.</li><li> The CineFiles survey says that 90% respondents pick the latest movie release in the theatre, as their go-to option for out-of-home leisure experiences while 63% have movies on their mind at least once every fortnight.</li><li>Not only is the movie and its storyline important, cinephiles are also very picky about seats.</li></ul> The charm of Shah Rukh Khan can only come alive on the silver screen. Movie studios and multiplex chains, who were a worried lot only last year with multiple flops on the big screen, can now take heart because Indians are not done with the cinema experience. The love for cinema is still as strong as it used to be in India pre-pandemic and the success of big budget larger-than-life movies like <keyword id="1519" type="General" weightage="50" keywordseo="pathan" source="Orion">Pathan</keyword> and <keyword id="6363925" type="General" weightage="50" keywordseo="jawan" source="Orion">Jawan</keyword> are proof of that. Moreover, movies like <keyword id="7741791" type="General" weightage="20" keywordseo="tiger-3" source="Orion">Tiger 3</keyword>, Dunki and Project K, all with big budgets, are in the release pipeline. In other words, the onslaught of OTT and web series on theatres, especially after the pandemic broke out, seems to be over and hasn’t dulled the romance of the silver screen is the key takeaway from entertainment platform BookMyShow’s consumer survey. The report, titled ‘The CineFiles,’ has found that 98% Indians believe cinematic magic can only be brought alive on the big screen with a third of them attributing it to certain directors, themes, visual effects (VFX) amongst others. In fact, the preferred entertainment out-of-home option for 90% respondents is catching the latest movie release in the theatre amongst other leisure activities such as shopping, live gigs, adventure outings and more. With 63% having movies on their mind at least once every fortnight, the cinematic experience is not yet on the wane. And this is true for cinephiles across the length and breadth of the country, with the younger GenZ and Millennial cohorts thinking of the big screen experience for their movie watching outing every week. The survey was conducted across 5,000 respondents, of which 41% were GenZ and 59% were Millennials and GenX. The respondents were spread across 650 towns and cities. According to Ashish Saksena, COO - Cinemas - at BookMyShow, “The enduring love for movies over the years remains unshaken. First day, first shows continue as a sacred tradition for many fans, inspiring cheers, whistles and endless applause at the sight of beloved stars on the big screen. The film industry's tenacity and adaptability shine through its continual evolution. As an enabler to this world of movies on the big screen, it brings us immense joy to engage with and cater to both a burgeoning younger audience and devoted fans across generations, united in their love for this timeless form of entertainment.” Indian cinephiles also happen to be quite the planners with 74% keeping an eye out for movies that resonate with them and plan ahead, at least three days in advance, while 26% still prefer a spontaneous dash to the latest flick. It is not just watching the movie that matters, as 74% cinephiles said they were particular about getting a seat of their choice when watching a movie in the theatre and therefore plan ahead while booking tickets. The key determinants for choosing to step out for a movie experience on the big screen for these consumers remain the storyline, the cast and director, reviews and ratings and the trailer’s impact on them. The survey shows that 43% Mumbaikars choose storyline as the most critical trigger for them to catch a movie in a theatre, significantly higher than other cities., while 38% Delhi-ites rank reviews and ratings highest to determine and decide the film to watch on the big screen. For 32% Bengaluru-eans, the director helming the movie is the most important factor in their decision to watch a movie on the silver screen rather than the movie being a blockbuster release or its trailer previews which are of significantly lower importance. The decision made by the public continues to determine that ‘Content is King’. The first day, first show mania makes a comeback just like the good ol’ times across the board with 35% GenZs, in particular, preferring the early bird experience. Call it the pandemic effect if you will but 36% of GenZ and Millennial audiences opt to watch a movie on the big screen to find an escape from stress and responsibilities, disconnect from reality and fully engage in the immersive experience! Seasoned GenX cinephiles on the other hand, give a high importance to the cast of the movie and recommendations from family and friends before going ahead for the cinematic ride!

Indians shed their Silver Screen hesitation as big budget movies bring audiences back

<ul><li>On October 1, <keyword id="6407732" type="COMPANY" weightage="20" keywordseo="inox">INOX</keyword> and PVR stocks jumped by 12% in morning trade. Though they pared some gains, both stocks still hold over 6% gains as of 2.30 pm. </li><li>Indian government’s Unlock 5.0 mandates for theatres and halls to reopen with 50% capacity from October 15.</li><li>But not just theatre chains, even the ticketing platforms like <keyword id="600792" type="COMPANY" weightage="20" keywordseo="BookMyShow">BookMyShow</keyword> too heaved a sigh of relief. </li></ul>After being shut for over six months, cinema halls across the country can finally look alive again as Indian government’s Unlock 5.0 mandates for theatres and movie halls to reopen with 50% capacity from October 15. But that 50% capacity was a piece of welcome news for listed theatre chains. On October 1, INOX and PVR stocks jumped by 12% in morning trade. Though they pared some gains, they were still trading higher by 6.3% and 8.35% respectively as of 2.30 pm. <div type="image" title="INOX PVR" msid="78425198" hostid="261"></div> Both Inox and PVR bore the brunt of the coronavirus pandemic. For the first three months of the current financial year, INOX reported a loss of ₹73.64 crore, while revenues fell by almost 100%. Meanwhile, PVR had posted losses to the tune of ₹226 crore. According to the Central government’s latest guidelines: <ul><li>Cinemas/ theatres/ multiplexes will be permitted to open with upto 50% of their seating capacity, SOP will be issued by the Ministry of Information &amp; Broadcasting.</li><li>Business to Business (B2B) Exhibitions will be permitted to open, for which SOP will be issued by the Department of Commerce.</li></ul>But not just theatre chains, even the ticketing platforms like BookMyShow heaved a sigh of relief. In May, BookMyShow had furloughed over 270 employees as it began to deal with the pandemic. “This move will bring immense relief to scores of employees across the sector which has been one of the worst hit, through this pandemic. As the category leader, BookMyShow recognises that we are in extraordinary times and is mindful of social distancing and sanitisation amongst other factors. The health and safety of all - from cine-goers to cinema partners, production houses and execution agencies - will be of paramount importance and BookMyShow will uphold all SOPs as mandated for our users’ safe movie watching experience,” said Ashish Saksena, COO – Cinemas, BookMyShow. With the upcoming festive season, Saksena added that he is confident that films and audiences will return to the big screen. SEE ALSO: <a href="https://www.businessinsider.in/business/news/reliance-has-bagged-nearly-half-of-all-private-equity-investments-in-india-this-year-and-that-doesnt-include-the-10-billion-from-facebook-and-google/articleshow/78422299.cms">Reliance has bagged nearly half of all private equity investments in India this year – and that doesn’t include the $10 billion from Facebook and Google</a> <a href="https://www.businessinsider.in/india/news/central-government-unlock-5-0-guidelines-cinema-halls-schools-colleges-swimming-pools-can-open-again-with-some-conditions/articleshow/78419665.cms">Unlock 5.0 guidelines – Schools and colleges set to reopen in phases, cinema halls allowed with 50% seating</a>

Inox, PVR stocks surge, BookMyShow heaves a sigh of relief as cinemas are set to reopen from October 15

<ul><li>The platform uses over two decades of BookMyShow’s rich user understanding and data insights to focus on personalised content discovery with access to a finely curated selection of <keyword id="180362" type="COMPANY" weightage="20" keywordseo="world-cinema">world cinema</keyword>.</li><li>Warner Bros’ <keyword id="6631414" type="COMPANY" weightage="20" keywordseo="Wonder-Woman-1984">Wonder Woman 1984</keyword>, Tenet and Sony Pictures’ The Craft: Legacy to be available on <keyword id="10709129" type="UNKNOWN" weightage="20" keywordseo="BookMyShow-Stream">BookMyShow Stream</keyword> starting February 5th.</li></ul>BookMyShow is all set to usher in a whole new movie-watching experience. It has rolled out ‘BookMyShow Stream,’ a homegrown Transaction Video-on-Demand (TVOD) streaming platform. With over 600 movie titles and 72,000+ hours of content, BookMyShow Stream will feature a handpicked, specially curated library of some of the best, celebrated and award-winning films and content from around the world along with India that users can Rent or Buy and watch. With over 22,000 hours of content being Exclusive to the platform at launch, BookMyShow Stream will feature multiple marquee Premieres every Friday. BookMyShow Stream is a highly data-rich offering that focusses on relevant and targeted content for consumers across specific film categories such as Premieres, Exclusives, World Cinema, Missed in Theatres, Festival Favourites and dedicated Bundles and has been built on the back of over 21 years of rich consumer understanding and data insights on user behaviour and preferences garnered on the platform. Starting today, BookMyShow Stream will be home to <keyword id="127480" type="PERSON" weightage="20" keywordseo="Christopher-Nolan">Christopher Nolan</keyword>’s Tenet, Gal Gadot starrer Wonder Woman 1984 and Horror fantasy The Craft: Legacy, giving Indian cinephiles an opportunity to catch these blockbusters that they missed in theatres. Besides these, films like Alone, Yes God Yes, The Peanut Butter Falcon, The Guilty, Les Miserables, Unhinged and acclaimed Russian Sci-fi thriller Coma, from premium Independent studios will premiere exclusively on BookMyShow Stream. BookMyShow Stream will feature marquee Hollywood content through partnerships with leading Global production giants including Sony Pictures, Warner Brothers and Universal Pictures amongst others. The platform will also bring compelling films from the library of major Indian production houses such as Viacom18, Shemaroo and Rajshri Productions as also Regional content providers like Divo and Sillymonks, amongst several others. BookMyShow Stream will be one of the first Indian streaming platforms to host acquired content from Independent Film distributors like PictureWorks, Superfine Films, Impact Films, Kahwa Entertainment and VR films. Bringing the magic of world cinema to Indian audiences, the movie streaming platform aims to be the go-to destination for some of the best and most popular World Cinema spanning countries such as Spain, France, Denmark, Sweden, Norway, Germany, Slovakia and Netherlands. The content available on BookMyShow Stream is amongst the most celebrated films across key International Film Festivals including award-winning showcases at the Cannes Film Festival, Venice Film Festival, Berlin International Film Festival and Sundance Film Festival, to name a few. Commenting on the launch of BookMyShow Stream, Ashish Saksena, COO - Cinemas, BookMyShow said, “With ‘BookMyShow Stream’ – the largest Made-in-India Transaction Video-On-Demand platform yet, we are moving a step forward towards nurturing India’s movie consumption habit by providing users the best of global cinema right to their personal screens. ‘BookMyShow Stream’ is an innovation that is a result of over two decades of deep consumer understanding and robust data insights on user behaviour and preferences. It will give entertainment lovers access to highly curated cinema offerings from around the world, thanks to some long-term, marquee and exclusive partnerships with global &amp; Indian content powerhouses. ‘BookMyShow Stream’ is a natural extension of our cinemas business and respects the existing theatrical windows for content. It empowers users to pay only for the content that they watch - a prevalent trend in other global cinema markets, as yet untapped at scale in India. ‘BookMyShow Stream’ aims to inculcate global consumption trends by providing a highly curated avenue for handpicked cinema from across the world. With flexible purchase options and a seamless user interface, this new offering furthers BookMyShow’s journey from being a gateway to an evolved curator of tent pole content experiences." BookMyShow Stream will offer users the option to rent a movie for a finite duration or buy it for unlimited access with prices that suit all pockets. The streaming platform will offer an extremely personalised and seamless experience based on a user’s preferences, transaction and behaviour on BookMyShow, thus enhancing the discovery and streaming process significantly. Developed in-house and compatible with multiple devices, BookMyShow Stream enables an extremely personalized experience for content discovery including a seamless streaming flow and checkout experience across all formats of viewing. BookMyShow Stream will be available for viewing on BookMyShow’s mobile app and website as also Apple TV, Android TV, Firestick, Chromecast and desktop browsers. BookMyShow Stream will allow users to experience features such as downloads, offline viewing and casting.

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Why BookMyShow is hopeful for a healthy revival in 2022

Samarpita Banerjee

Indians shed their Silver Screen hesitation as big budget movies bring audiences back

BI India Bureau

Inox, PVR stocks surge, BookMyShow heaves a sigh of relief as cinemas are set to reopen from October 15

Sanchita Dash

You can now watch movies on BookMyShow Stream

BI India Partner

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