Bookmyshow, owned and operated by Bigtree Entertainment Pvt Ltd is an online ticketing platform for movies, live events, workshops and much more. The firm is present in over 650+ cities and towns and provides entertainment experiences to 30 million customers.
Bookmyshow, owned and operated by Bigtree Entertainment Pvt Ltd is an online ticketing platform for movies, live events, workshops and much more. The firm is present in over 650+ cities and towns and provides entertainment experiences to 30 million customers.
With over 4 billion page views a month and approximately 180 million tickets sold annually, BookMyShow retains its position as India’s leading ticket operator.
The story behind bookmyshow is a lot similar to Newton’s discovery of gravity.
You must wonder why?
Well, just like Newton, Ashish Hejaramani was sitting under a tree when he discovered something, a market opportunity. While vacationing in South Africa with his friends, a rugby match was being promoted on the radio and this caught his attention. This incident led him to leave his job and start a venture named after it, called Bigtree Entertainment Pvt Ltd.
A company that's been around for over 25 years, surviving all the ups and downs, is an absolute legend. It's now a market leader thanks to its trusted platform, great relationships with theater operators and artists, and killer tech infrastructure.
BookMyShow has had a first-mover advantage over other players. It has been around for over 2 decades now and is a no-brainer for ticket booking for users.
BookMyShow has exclusive access to Vista ERP APIs that are used by movie theatres and multiplexes. This access allows a ticket aggregator to offer real-time bookings, seat selection, and personalized customer experiences.
BookMyShow has exclusive ticketing rights for some of the key events such as IPL and International Cricket Matches.
BookMyShow has established trust and credibility over the years making users come to it for all their entertainment ticketing needs with zero resistance.
BookMyShow provides an array of options in entertainment while others focus either exclusively on movies or just a few categories.
💡
By the way, the depth you see here is just a feeler of the depth we teach at GrowthX 💫
GrowthX is an invite-only club of over 3000 members who are product, marketing, and business leaders, and founders from top internet-first companies like Google, Canva, CRED, Stripe, Netflix, and more 💎
We teach our members how to scale revenues via frameworks that can be applied starting next Monday morning. The GrowthX Membership is built on 3 core pillars:
1. Learning experience: Where you learn the science of revenue-led growth with frameworks actionable the next Monday morning.
2. Curated community: Where you access a safe space for you to soundboard anything that is stressing you at work.
3. Career outcomes: Over 35% of members are founders & are able to hire growth teams to scale revenue for their companies while operators are able to get into breakout leadership roles.
Explore GrowthX Membership 🏆
Ticketing Industry 🎟️
With nearly 90 crore internet users in a country of over 140 crore people, it's evident that the vast majority of tickets are booked online. Let’s take a look at the three verticals BookMyShow operates in.
Movies 🎥
Box office collection in India reached an all-time high of ₹11,997 crores in 2024, growing 13% over 2023.
Indian cinema insights
Currently there are about ~10000 cinemas in India and last year, these cinemas saw a footfall of more than 15.7 crore viewers. These cinephiles bought 94.3 crore tickets. That means they saw an average of 6 films in 2023.
More multiplexes are coming up every year while single screens are shutting down. There’s a market dominance of multiplex chains like INOX and PVR which gives them huge bargaining power over online movie ticketing companies.
Online ticketing companies get a sliver of the pie with a trifling margin of 10% that they get from ticket sales, while film distributors take home 40-45%, and the rest is split between movie producers and theatre operators.
Digital penetration in ticket booking is evident from the fact that on 13th August 2023, a record-breaking 2.8 million tickets were sold, marking the highest single-day sales in 2023. During the same week, BookMyShow witnessed 10.9 million sale of movie tickets.
Huge blockbuster like Oppenheimer, Barbie, Mission Impossible, Gadar 2 and many more regional movie releases contributed towards this massive sale of tickets.
Let’s understand why people are opting for online booking platforms.
With just a few clicks on a mobile app or website, users can browse through movie listings, select their preferred showtimes, choose seats, and make secure payments, eliminating the need to stand in long queues at physical ticket counters.
The Asia Pacific region has witnessed exponential growth in recent years, driven by various factors.
1/ The region has a large population, including a big bunch tech-savvy millennials and Gen Z who value time over money.
2/ The increasing penetration of smartphones and the internet in the region has provided a significant boost to online ticketing services as most tickets are booked via the app.
3/ Incentives to make online purchases via credit cards, debit cards, UPI etc
Live Events 🌐
“Any plans for the weekend?”
A question we all have been asked at least 10 times on a Friday afternoon. The question is valid though. People crave outdoor events.
In fact, India is on the verge of a live entertainment revolution, with the demand for specially curated, high-quality entertainment experiences from both local and international sources increasing rapidly among Indian audiences.
In 2023, the live events market was valued at ₹8,800 crores.
In December 2023, BookMyShow reported that live entertainment took center stage with the inaugural edition of Lollapalooza India, attracting 13.5 million attendees to live events. The company noted that there were 26,359 live events held in over 250 cities throughout 2023.
BookMyShow Live experienced a 2.3-fold increase in its consumer cohort of premium event-goers. Out of 26,359 events held in over 250 cities, nearly 9.4 lakh individuals attended solo live entertainment experiences.
Folks want to indulge in unique experience beyond theatre and music to try newer formats. The ecosystem for some of these formats still needs to evolve like stand up comedy which has already matured and created several stars.
Indians’ appetite for live events and the adoption of online ticketing platforms has grown parallelly.
The average revenue per user (ARPU) in the event tickets market is forecasted to be ₹1700 in 2023 and will continue to grow in the following years.
This growth is driven by increased internet connectivity and the widespread adoption of mobile devices, which have become integral to the ticket purchasing process.
BookMyShow recorded an increase of ~500% in ticket sales for domestic acts after the pandemic, with a larger spotlight on newer talent thanks to social media platforms where showcasing their talent was reasonable.
The growing popularity of Indian musicians has opened doors for international artists to perform in India. This trend began with Ed Sheeran's 2017 concert, followed by Post Malone's debut in 2022, and the Backstreet Boys' DNA World Tour, which drew crowds of up to 25,000 in Mumbai and New Delhi. The inaugural Lollapalooza festival in India further adds to this success.
EDM and Indian music are the most popular genres, with pop and hip hop right after them.
Before covid, live entertainment sector was taxed at 28% under GST. However, to boost the industry’s recovery following the pandemic, the government brought down rates to 18%.
Types of Live Events:
1/ Concerts and Music Events 🎤
2/ Comedy Events 🎙️
3/ Sports Events 🏏
4/ Theater Performances 🎭
5/ Other Entertainment Events 👩🏻🎨
Transactional Video on Demand 📺
Transactional Video on Demand (TVoD) represents a model where consumers pay for individual pieces of video content, typically on a pay-per-view basis.
In 2024, TVoD market in India is projected to reach a revenue of $345.40 million.
Key drivers of growth in this market include:
1/ The increasing demand for a variety of high-quality content available on a pay-per-view basis
2/ Technological advancements in streaming
3/ Expansion of TVoD services into new global markets
Consumers appreciate the flexibility of TVoD, which allows them to rent or purchase specific content without long-term subscription commitments.
Indian consumers have shown an increasing propensity for digital media consumption, particularly through smartphones, laptops, and smart TVs.
BookMyShow Stream, the company’s transaction video-on-demand (TVoD) service, premiered over 2,291 titles in 2023.
Featuring 160 new releases and 17 exclusive titles, the platform garnered 122,187 hours of viewing. Genres like action, drama, documentaries, science fiction and period films found favour along with languages such as English, Spanish, Danish, French, Norwegian.
💡
By the way, the depth you see here is just a feeler of the depth we teach at GrowthX 💫
GrowthX is an invite-only club of over 3000 members who are product, marketing, and business leaders, and founders from top internet-first companies like Google, Canva, CRED, Stripe, Netflix, and more 💎
We teach our members how to scale revenues via frameworks that can be applied starting next Monday morning. The GrowthX Membership is built on 3 core pillars:
1. Learning experience: Where you learn the science of revenue-led growth with frameworks actionable the next Monday morning.
2. Curated community: Where you access a safe space for you to soundboard anything that is stressing you at work.
3. Career outcomes: Over 35% of members are founders & are able to hire growth teams to scale revenue for their companies while operators are able to get into breakout leadership roles.
Explore GrowthX Membership 🏆
BookMyShow’s Competitors
To understand the competition level, let’s take analyse the performance of BookMyShow and the other players in the industry.
- Lower Convenience Fees
- Bigger IP Events managed by Platform
- Depth of Events Categories / International
- Platform level Combo cross category Offers (ONE Combo/Yr - Get 10 Movies, 3 Offline Events, 5 Online Events, 10 TVoD)
- Language options (In App & Comms) to cater to a wider audience
PayTM
The PayTM app is the second biggest platform for the sale of movie tickets in India. Although the primary use case of PayTM is financial services, its ancillary service like movie ticketing is remarkable and at par with BookMyShow.
The app garners a traffic of 5.2 million monthly visitors due its user friendly interface and credible transactions. Revenue from marketing services like sale discount deals, gift vouchers and other digital goods like tickets amounted to ₹1,738 crores, although the share of ticketing isn’t available.
PVRINOX
PVRINOX, the largest and the most premium film exhibitor in India with 1,756 screens across 113 cities with 362 properties and an aggregate seating capacity of 3.62 lakh seats.
They recently merged with INOX Leisure Limited and the merger became effective from 6th February 2023, helping them transform the out of home entertainment in the country.
Annual revenue for FY24 was ₹6,203 crores, of which sale of movie tickets (offline and online) amounted ₹3,280 and they charged ₹218 crores as convenience fees.
They had 1.8 million page visits in June 2024 and post the merger with INOX it is third biggest aggregator for movie tickets.
PayTM Insider
PayTM insider, an acquisition by PayTM is an online ticketing platform for live events with tickets to everything from the latest in live sports events, to music festivals and concerts, stand up comedy and open mic shows, food and shopping festivals, theatre, workshops and then some.
It made over ₹192 crores in 2023, organising successful events like the 50 Cent’s "Final Lap Tour”, concerts by Indian artists such as Arijit Singh, AR Rahman, and Shreya Ghoshal, as well as international acts like UB40 and Snarky Puppy, Indian Super League (ISL) matches, including home games for Kerala Blasters FC and the sought after NH7 Weekender.
Paytm Insider boasts of team members that created Bacardi NH7 Weekender and that significantly helps plan and execute live events.
It had over 1.1 million page visits in June 2024 and has a market share of about 45% in the live events vertical.
TVoD Players
Even though the market for Transaction video on demand is nascent, there are quite a few players in this segment. Some of them are ZEEPlex, ShemarooMe Box Office, Fan Code and Epic On. Some OTTs like Amazon Prime and Hotstar are also testing these waters and have introduced TVoD in their Subscription model.
TVoD platforms let you rent, stream and buy specific movies, livestream and virtual events by paying a fee. This limited commitment is desirable by viewers who don’t like paying for multiple subscriptions.
Market Share of BookMyShow
In the online movie ticketing sector, despite competition, BookMyShow is a market leader with 78% market share in India.
As for live events, it holds a majority share of 55% followed by Paytm Insider which commands 45% market share.
Market share - online movie ticketing & live events
💡
By the way, the depth you see here is just a feeler of the depth we teach at GrowthX 💫
GrowthX is an invite-only club of over 3000 members who are product, marketing, and business leaders, and founders from top internet-first companies like Google, Canva, CRED, Stripe, Netflix, and more 💎
We teach our members how to scale revenues via frameworks that can be applied starting next Monday morning. The GrowthX Membership is built on 3 core pillars:
1. Learning experience: Where you learn the science of revenue-led growth with frameworks actionable the next Monday morning.
2. Curated community: Where you access a safe space for you to soundboard anything that is stressing you at work.
3. Career outcomes: Over 35% of members are founders & are able to hire growth teams to scale revenue for their companies while operators are able to get into breakout leadership roles.
Explore GrowthX Membership 🏆
Revenue Model of BookMyShow
For the fiscal year 2023 (FY23), BookMyShow reported an overall revenue of ₹1,023 crore. A significant portion of this revenue was driven by the sale of movie tickets and events.
BookMyShow’s revenue from operations surged 3.5X to ₹976 crore in FY23 from ₹277 crore in FY22.
With the resurgence of people returning to theaters and a high demand for on-ground events, BookMyShow saw a significant increase in revenue.
Streams of Revenue
BookMyShow has a diversified revenue model, encompassing several streams such as:
Ticket Sales Commissions 🎟️
Convenience Fees 🫴🏻
Advertising 📲
Corporate Services 🤵🏻♀️
Partnership Revenues 🤝🏻
Revenue model of BookMyShow
Movie Tickets
Sale of movie tickets is the primary use case of BookMyShow through which they currently sell tickets for 5000+ screens across India.
Income from ticket booking formed 66% of the total operating revenue which surged 2.85X to ₹648 crore in FY23 from ₹227 crore in FY22.
Blockbuster movies across languages and genres are attracting people to the big screens. The ambience and communal viewing experience which was immensely missed during covid is what is driving this growth.
Apart from this, a lot of old movies are being re-released, Gen Z and millenials are visiting the theatres to relive those long-lost memories and jam to nostalgic and peppy music.
Live Events
During FY23, BookMyShow was a partner for a majority of the live events or concerts and income from this segment spiked 9.5X to ₹237 crore.
There’s been a resurgence of live events in the country post-Covid as people are chasing unique experience.
India always had a rich history of live performances but Covid became the catalyst in reviving interest in live shows in a big way, as people want to step out and indulge in social events.
As mentioned before, 26,359 live events were held in over 250 cities throughout 2023 which brought a lot of ticketing traffic to BookMyShow.
To keep up with the growing demand for live entertainment, BookMyShow has started using a variable pricing strategy. This means ticket prices can change at different times, which they tried out during the first Lollapalooza festival in India earlier this year.
Others
Advertising, marketing, streaming, sale of food and beverages amounted to took ₹87 crores which includes TVoD.
B2B vs. B2C
While most revenue comes from B2C services, another notable revenue stream is its B2B service called BookMyShow Business. They currently work with 1000+ corporates and offers businesses a comprehensive platform for event management, employee engagement, and entertainment solutions. These include companies like HP, Ola, Axis Bank, Mastercard, ICICI Bank to name a few.
It provides tailored services for booking tickets, organizing corporate events, and facilitating group bookings, enhancing employee experiences and fostering team bonding through access to movies, events, and live shows across various venues.
Audience
Mumbai, Hyderabad, Delhi-NCR, Bengaluru, and Chennai took the lead in entertainment attendance, spanning movies, live events, and on-demand video with BookMyShow Stream. In 2023, a notable trend emerged, as non-metros and tier-two markets, particularly Ahmedabad, experienced a significant growth in entertainment consumption.
Market (Domestic vs. International)
Apart from India, they operate in Indonesia, Singapore, UAE, Sri Lanka and West Indies. They act as a ticket aggregator for live events like concerts, musicals and sporting events.
Growth Model of BookMyShow
A couple of our members from GX9 picked BookMyShow as their capstone project. Their goal was to create a growth strategy for BookMyShow & increase its revenue from $35 million to $55 million in 12 months.
We were amazed by the insights gathered for this project and many others in the GrowthX membership.
You can join the membership to solve growth challenges organically, connect with professionals in business, marketing, product, and more.
Scale your revenue and expand market share with our structured approach.
With this, let’s deep dive into the insights our members have gathered from their stint!
Here’s the overview of consumer insights that they gathered from user interviews 👇🏻
BookMyShow users can be categorised into 2 buckets
a) Users who like watching movies, want to spend a good time with family and friends during their free time - The movie buffs.
b) Users who love exploring their weekends by going to watch movies, watch live shows, plays and do some fun and adventurous activities - The weekenders
BookMyShow users average order value is between ₹500-700 per transaction.
ICPs
The members spoke to nearly ~250 users 🤯 to understand their outlook towards movies & events as things start opening up post the pandemic🤞🏼.
Some interesting stats from their user survey
🏬 Majority of them live in Tier 1 & 2 cities
🏡 However we made sure we spoke to some users from Tier 3 towns.
For the revenue growth that we’re aiming for, we’ve prioritised two ICPs mentioned below: 👇🏽
ㅤ
ICP1 #MovieBuffs
ICP2 #Weekenders
Age
Srikant, 34
Kavya, 27
Occupation
Engineer + MBA, Bangalore
English Honours, Bangalore
Company
Associate Director, Flipkart
Content strategist, Sugar Cosmetics
Marital Status
Married, one daughter
Single, dating
Income
Earns 38 LPA, lives in Koramangala
Earns 18 LPA, lives in Domlur
Time?
Likes watching movies - Hollywood, Bollywood
Likes spending time with friends and meeting new people.
Weekends?
Plans outings to keep the family entertained
Plans out with colleagues and friends over the weekend.
Preference on entertainment
Looks for U/A rated movies to watch with wife & daughter
Looks for exclusive live events shows and movies across the city.
Behaviour
Uses BookMyShow exclusively, doesn’t mind paying the convenience fee
Compares prices on BMS & PayTM before booking tickets
Guilty pleasure
Caramel popcorn
Deal hunting
AHA Moment
Booking an F&B for daughter while booking a ticket 😄
Discovering the live show of favourite artist on BookMyShow 😄
ICP 1 - Srikant Tiwari
🎙️
JTBD of Movie Buff ICP
1. Book tickets for movies
2. Get information about the promotional events, movie reviews and ratings
What is the demography of the customer?
⌚️ 34 years old
🏠. Lives in Bangalore
🏬. Associate Director, xPayments, Flipkart
👨👩👧 Married - Lives with wife & children
💵 Family Income - 38 LPA
2. What are they typically interested in?
🛍 from Marks and Spencers, Louis Philippe, Nike, Flatheads. Also, shops from Hamleys and FirstCry.
📱 apps used are Instagram, PayTm, Spotify, The Ken, ICICI iMobile Pay, Kite.
🚴♂️ Cycles every weekend and loves watching Netflix post work.
🏋🏻♀️ He’s a fitness freak and goes to gym everyday.
🚗 He travels to work via his own car.
What are typical problem statements that they have? (related to your product)
Srikant wants to spend good time with family but has limited time
Has no time to go hours before to theatre and buy tickets with his busy schedule
Uses BookMyShow to explore new release and book ticket from the comfort of his home + a large caramel popcorn that his children love
How do they value time & money?
Srikant values 🕰. over 💶
Spends 7-9 hrs everyday at work and uses anything that helps save time and can bring about convenience
ICP 2 - Kavya Kulkarni
🎙️
JTBD of Weekender ICP
1. Book tickets for movies
2. Discover, explore and book tickets for live events, activities, stand-ups etc
3. Transacting for TVOD services for the weekend
What is the demography of the customer?
⌚️ 27 years old
🏠. Lives in Mumbai
🏬. Content Strategist, D2C personal care brand
👨👩👧 Single - Lives with friends
💵 Income - 18 LPA
What are they typically interested in?
🛍 from Metro, Clarks, Only, M&S, and Westside
📱 apps used are Instagram, Facebook, Twitter, LinkedIn, GPay, Spotify, Uber, Groww, Amazon, and Bumble
🍾. She goes out for dinner/clubbing with her friends at least twice a week.
🎻 She also likes going for movies, music concerts, comedy shows and cricket matches. She also has been to some exhibitions to shop from.
What are typical problem statement that they have? (related to your product)
Kavya is new to Mumbai and finds it hard to explore new places/shows/events etc.
She doesn’t want to miss any fun event happening around her.
Kavya uses BookMyShow to explore entertainment options every week and plans the same with her friends.
How do they value time & money?
Kavya values 🕰. over 💶
She has rented furniture 🛌 from Furlenco
Top categories of spends for her includes rents, food and drinks, travel, and grocery
The Market size
Let’s understand the market opportunity for BookMyShow from their 4 business verticals. These are the three metrics that determine what is the addressable market for any business.
ㅤ
What does it include?
TAM (Top-Down)
Online Ticketing
Movie Ticketing
<$1.6 Billion - $2 Billion | <₹15000 crores
Live Events (Organised)
Organised live events include sports; IPL, Kabaddi Premier League, concerts; U2, others; circus
% of this transaction happening online (this number is growing very fast on a CAGR basis)
10%
SAM
900 cr
SOM
Heading
Value
Current market share
30%
Potential to improve in the next 12 months
35%
SOM
400cr
2/ Live events
TAM -
No of users going for live events
50M
AOV
1000
TAM
5000 cr
SAM -
% transaction happening online
20%
SAM
1000 cr
SOM -
Current market share
7%
Potential to grow in the next 12 months
10%
SOM
100 cr
Marketing Pitch
1/ BookMyShow for #Movie Buffs 🎬
Kill anxiety and book tickets hassle-free 🗡️Any online transaction has its own share of anxieties where you are unsure whether the cab will get there or get cancelled, or whether your food will reach you while it’s still hot. With BookMyShow your tickets are just a tap away! Open the app/web ->choose the movie & seats of your choice and click on book now 🤏
Millions have trusted us for the last two decades with over 80% market share for online movie ticketing! 🧡
2/ BookMyShow for #Weekenders 🏕️
Discover your entertainment and skip the queue 🔮Is planning your evenings and weekends stressing you out? Aren’t you tired of waiting - for your cab, for your spouse, your colleagues, your boss, your food? We can help you get stress free and also skip the queue! 〰️
Use the plan your experience feature on BookMyShow and buy your tickets to any and all entertainment in a few taps 🤏
Jump right to the action and entertainment awaits! 😃
BookMyShow offers a plan, convenience and speed! ⏩
Customer Acquisition
In 2022, Current Monthly Unique Users: 50 Million
Number of users we plan to increase via acquisition in next 12 month: 43 Million
(users who signup, it includes both transacting and non transacting users)
Channel Prioritisation
ㅤ
CAC
Effort
Flexibility
Lead time
Scale
Organic/
content loop
Low
Medium
Low
High
High
Product Integrations
Medium
High
Medium
Medium
Medium
Paid ads
High
Low
High
High
High
Referral
High
Medium
Low
Low
Medium
What channels are we selecting and why?
Channels
Why?
Contribution to overall acquisition number
Absolute User Increase
CAC (in Rs.)
Organic/ Content Loops
1. It is cheap and currently 50% of the users are acquired through this channel.
2. Considering the macro economic environment organic acquisitions should naturally grow as people are looking to go out and theatre/events are opening up.
50% current contribution to 65%
27,950,000
0
Product Integrations
1. Currently it accounts for 10-15% of acquisition.
2. It's the brands who spend money to drive their user's acquisition and in turn, BMS gains out of it. This makes CAC low for product integrations.
3. Integrations make it easier for the users to experience the core value for both the products.
10% current contribution to 20%
8,600,000
21
Paid ads
1. It currently contributes 35% of user acquisition.
2. We are not prioritising it as it is costly.
35% current contribution to 15%
6,450,000
250
Why did we not choose Referral as a channel for acquisition?
BMS had a referral program which they launched in 2015-2016.
With time BMS realised 2 things:
The CAC via referral compared to CAC via other paid/organic channels was high
The amount of spam/fake accounts was a menace big time and required lot of bandwidth/cost to counter it
Toggle these acquisition channels to understand the strategies that GrowthX members have come up with for each!
Organic 🔍
🚦Current organic traffic overview
📖 Semrush report
🤯
BookMyShow organically has ~40 million monthly visits.
ℹ️ Source of the current traffic
🚀
Most of the traffic is coming from direct or via organic search.
🤔 Competitor analysis
👌🏻
BookMyShow has an 83% share among its competitors for getting users organically
🔍Google Search
🚀
Yes! BookMyShow’s ICP does search for the use case, brand names, and competitor names on Google / Youtube
Type of search
Keyword
Difficulty
Search Volume
Average CPC (in Rs.)
Use case
book movie tickets online
Hard
33.1K
2.33
Use case
new movies
Hard
4.1M
8.1
Use case
films showing near me
Hard
110k
4.7
Use case
upcoming movies
Hard
90.5K
5.4
Use case
cinema near me
Hard
49.5k
7.8
Use case
movies nearby
Hard
110K
8
Use case
movie ticket booking
Hard
135K
1.6
Use case
book <movie name>
medium
50k
5
Use case
<actor name> movies
Hard
1.5M
3.9
Use case
<movie name>
medium
450k
2.3
Brand
bookmyshow
Hard
7.5M
0.8
Brand
bookmyshow <city_name>
medium
201K
0.8
product
book
Hard
450k
5.4
product
book movies online bookmyshow
medium
5K
8.1
Product
bms
medium
201k
33.4
Competitor
paytm insider ticket
easy
701
12.42
Competitor
ticket new
medium
301K
6.8
Competitor
ticket new booking
medium
40k
8.9
Competitor
pvrcinemas
medium
165k
2.33
Competitor
inoxmovies
medium
14.8k
0.78
🏆 Type of content that we should create to rank for these search queries
🔥
BookMyShow currently has an 83% market share in getting organic users when compared to its competitors. It is mostly listed at the top for use case related queries.
There is a scope to improve its listing for generic searches like actor name, movie name, and cricket match search we can create the following content:
Content-type
Rational
Match schedule (IPL, India, Badminton, ISL etc.)
Currently, BMS is not ranked at all in this category because they do not have any content related to sports. They can make pages related to this and then can upsell the tickets for these events.
Movie critiques/reviews
BMS is not ranked on top if the search is a movie name or actor name.
Actor interviews
BMS then can rank higher if searched for the actor’s name. They can
Event snippets/content (eg. music festival-related information, comedian interview etc.)
Currently, none of the competitors is doing so. Ranking higher for such keywords would be easier and from these pages, BMS could lead the user to product discovery/selling tickets.
Content Loops ♾️
Understanding Existing Content Loops
🍿
Currently, BMS has an entire section called ‘Buzz’ on both app & web. All content there is BMS created. It revolves around the latest entertainment news, updates on movies, events, reviews, celebrity gossip, and more.
✅
Buzz helps in SEO and organic traffic
❌
The content is ‘Buzz’ is long and doesn’t ask the user to actively share
➰ Content Loop 1: BookMyShow created, User distributed
🎬
MovieBuffs: This ICP is passionately interested in everything movies. So for this ICP, we create niche content that caters to their taste and is sharable, and doesn’t take time to consume.
🎊
One-liner on fun facts around movies. Some examples are:
✳️‘Mughal-E-Azam (1960) was a trilingual with all scenes shot thrice in Hindi, Tamil, and English
✳️ ‘Kaho Naa.. Pyar Hai’ holds a special record in the Guinness Book of World record for winning the most number of awards for a movie. The movie won a total of 92 awards!
✳️ The terrifying noises made by the raptors in Jurassic Park were sourced from recordings of tortoises mating.
How will this content be shared with users?
This will popup as an in-app notification with easy sharing via Instagram stories or Whatsapp
➰ Content Loop 2: BMS created, BMS distributed
🎪
Weekender: This ICP is an explorer. They explore events, plan for their weekends. BMS could create blogs on frequently searched topics like ‘long weekends in 2022’ This will lead to creating use cases to help our ICPs discover our product organically.
Flow:
How will this content be shared with users?
This will be done through posting the blog on BookMyShow’s website, social mediaor whatsapp.
Product Integrations 🧩
Where❓
Where?
Reasoning?
Instances?
Zomato
organic intent
when the user books a table at a restaurant, we can pitch them to book a movie/event at nearby venue
PhonePe
spend time on, frequent usage
user can explore & use ‘BookMyShow’ on their frequent used payment apps and book movie/events directly from PhonePe
Pre-installed in new phones
exploration
BookMyShow can be an exploration app for any events/movies for users who have it pre-installed in their phones
Youtube
organic intent
while watching the trailer of a movie /teaser for an event, the user would be inclined to book tickets
Instagram
organic intent
while watching the trailer/teaser, cast’s stories, behind the scenes, people’s stories of watching the movie, etc.
Workflows 🖇
🥢 Zomato Integration Workflow
💰 PhonePe Integration Workflow
PhonePe X BookMyShow
📱 Pre-Installed in new phones
📽 Youtube Integration Workflow
Paid ads 💰
🤑CAC: LTV Ratio
The LTV CAC ratio is a metric used to assess the long-term value of customers compared to the cost of acquiring them. A ratio above 3 indicates healthy profitability, while below 1 suggests potential issues with customer retention or acquisition costs.
💡
What is your typical CAC : LTV ratio?
CAC: 53
LTV: 700 * 13% * 0.33 * 18 = 540
CAC : LTV = 53 : 540 = 1 : 10
We have a healthy CAC : LTV ratio
Average Cost Per Click (CPC) across platforms
Channels
Average Cost Per Click (Rs.)
Google ads
1 - 20
Facebook ads
0.23 - 5
instagram ads
10 - 20
Youtube ads
0.5 - 10
LinkedIn ads
> 25
Channel name
Cost
Flexibility
Effort
Speed
Scale
%budget
Google search
High
High
Low
High
High
40%
Google Youtube
Medium
High
High
medium
High
30%
Instagram
High
High
medium
High
High
20%
Facebook
Low
High
medium
High
Medium
10%
Google display ads
Medium
High
Low
medium
Medium
0
LinkedIn
High
Medium
medium
medium
Medium
0
Total
ㅤ
ㅤ
ㅤ
ㅤ
ㅤ
100%
Channel Name
ICP
Audience Bucket
Google search ads
Movie buff
Demographics:
Age - 21 to 45
People living in Mumbai, Bangalore, New Delhi, Pune, Hyderabad
Undergrad or post grad degree;
Undergrad year: 1996-2020
Income: top 25%
Interested: Entertainment: Movies
Behaviours:
Consumer Classification: People who prefer mid and high-value goods in India
Mobile Device Brands: Apple, Google, HTC, Samsung, OnePlus, Lenovo, Vivo
Google search ads
Weekender
Demographics:
Age - 22 to 38
People living in Mumbai, Bangalore, New Delhi, Pune, Hyderabad
Undergrad or post grad degree; Undergrad year: 2002-2020
Income: top 50%
Interested: Entertainment: Live Events (Music Festivals, Nightclubs, Parties, Plays) & Music
Behaviours:
Consumer Classification: People who prefer mid and high-value goods in India
Mobile Device Brands: Apple, Google, HTC, Samsung, OnePlus, Lenovo, Vivo
Youtube ads
Movie buff
Lives in Mumbai, Bangalore, Hyderabad, Delhi, Pune
Speaks English, Hindi and Punjabi
Gender: all
Age: 25-44
Media & Entertainment: Movie Lovers
Youtube ads
Weekender
Lives in Mumbai, Bangalore, Hyderabad, Delhi, Pune
Speaks English
Gender: all
Age: 25-34
Media & Entertainment: Music Lovers (for music events)
Instagram ads
Movie buff
Demographics:
Age - 21 to 45
People living in Mumbai, Bangalore, New Delhi, Pune, Hyderabad
Undergrad or post grad degree; Undergrad year: 1996-2020
Income: top 25%
Interested: Entertainment: Movies
Behaviours:
Consumer Classification: People who prefer mid and high-value goods in India
Mobile Device Brands: Apple, Google, HTC, Samsung, OnePlus, Lenovo, Vivo
Instagram ads
Weekender
Demographics:
Age - 22 to 38
People living in Mumbai, Bangalore, New Delhi, Pune, Hyderabad
Undergrad or post grad degree; Undergrad year: 2002-2020
Income: top 50%
Interested: Entertainment: Live Events (Music Festivals, Nightclubs, Parties, Plays) & Music
Behaviours:
Consumer Classification: People who prefer mid and high-value goods in India
Mobile Device Brands: Apple, Google, HTC, Samsung, OnePlus, Lenovo, Vivo
🎨 Ad creatives
Google search ads
📌
Keyword → “new movies”,
🔎 Search volume → 4.1MContent → Use case → upcoming movies, new movies
📌
Keyword → “live music”,
🔎 Search volume → 18KContent → Use case → live music event, upcoming music concerts
Instagram Ads
Divided audience into both the ICPs:
Youtube Ads
Divided audience into both the ICPs:
🎬 Movie Buffs
Drive video views and traffic to a website
Ad Creative:
🎪 Weekender
Drive video views and traffic to a website
Ad Creative:
Onboarding
Customer onboarding is the process of guiding new customers to understand and use a product or service effectively. Successful onboarding aids revenue-led growth as it enhances customer satisfaction, reduces churn, and fosters long-term loyalty, leading to increased lifetime value and recurring revenue.
Jobs to be done
ICP 1 - Srikant
ICP 2 - Kavya
Personal
Get a distraction away from work on the weekend
Do something fun on the weekend
Social
-
Post on Instagram to get status among friends
Make new friends during these events
Functional
Wants the ease & convenience of booking from anywhere
Save time & effort of going to the venue to book tickets
Wants an easy and trusted way to explore interests and activities
Doesn’t want to spend time on the weekend researching about what to do.
Financial
-
-
Both ICPs visit the app/website with different expectations.
Let’s take a look at the user journey of one of our ICPs and see what the members have suggested to improve their experience.
Kavya, our ICP2, is looking for things to do with her friends over the weekend. This is her user flow for the BookMyShow app.
Based on our user calls more than 95% people primarily use the mobile app. Hence we’ve done a common teardown for the website experience.
AHA Moment 🌟
For ICP 1 - Seamless navigation & booking of movie tickets 🎟️
For ICP 2 - Quick discovery of events 🏕️
User Activation Metrics
Hypothesis for the Activation Metric
Reasoning
User booking a movie ticket
After completion of the booking, the user can experience the AHA moment of BMS and might be delighted to come back.
User booking a live event ticket
After completion of the booking, the user can experience the AHA moment of BMS and might be delighted to come back.
Booking a ticket 2 times in a quarter
The user has experienced the core value prop repeatedly and hence the retention will be higher
Metrics to Track
Quantitative Metrics
Metric Name
Tracked for
Bounce rate or Drop Off
• App installation —> No transactions (Helps us understand onboarding blockers or trust blockers)
• Drop off from login screen (Since we’re forcing users to log in before they experience the app, this is an important metric to look at. Helpful to run some A/B testing here)
• Drop off from the home page ( Helps understand the information overload. Currently, the screen is not personalised for the JTBDs of our ICPs.
• Drop off from First Booking (events/movies) —> No transactions (90 days) ( Since the app is not personalised for onboarding, there is a high chance the user is unaware or has overlooked other offerings that BMS has
Time spent on the app
• To book a movie (from installation or opening the app to getting the ticket)
• Successful Booking —>bounce off (do they perform any other action)
Average TAT
Search→book (events, movies, TVoD)
Device Breakdown
• Laptop vs mobile
• Types of mobiles - screen size ( since we’re showing too many options on the home page)
Acquisition Source
Channels - helps understand the activation metrics for users wrt the channels
D90 Retention
First action:
•Cohort 1: Booking movies
•Cohort 2: Booking events
•Cohort 3: Purchasing TVoD
Support Requests Frequency
• For Movie bookings
(helps understand what’s missed in the experience and how can we improve this)
• For Events Bookings
(helps understand the bottleneck in the process - could be trust, incomplete information, hazy location details etc)
• Related to App/Website usage
(need to understand if the app information is not clear)
Frequency Of Engagement
How many times/depth do they explore;
• Movies <> F&B options (once the ticket is booked)
• Theatres
• Events <>Types of Events
• TVoD
Qualitative metrics
Metric Name
Tracked for
NPS/CSAT Survey
• For Movie bookings (helps understand user experience)
• For Events Bookings (helps understand the bottleneck in the process - could be trust, incomplete information, hazy location details etc)
• Related to App/Website usage (need to understand if the app information is not clear)
App Reviews
• Experiences for movie bookings (Need to know the part users find friction at)
• Experiences for events
• Experiences for TVoD
The members have come up with 2 onboarding campaigns based on trigger and time.
Campaign Name
Campaign 1 - Trigger
Campaign 2 -Time
Priority
High
Moderate
User Type
New user downloads the app/ visits the M-website,New user downloads the app,New user visits the M-Website
Day 7 user
Core Action
Doesn’t sign up
Signs up but hasn’t booked an event in the last 7 days
Goal
To make users sign up
To make users sign up and book a ticket
Channel
Push Notification
Push Notification, SMS and Email
Pitch/ Content
Hey <user name>, Kill midweek 📆 blues. Book trending movies and events on the app. 🎭🎞
Tab : Book Now
Long time no see, come back now and get 25%* off on your first booking.💰
* Discount applicable on Convenience fee only up to 50 Rs.
Frequency
Once, Evening 5-7 PM
Once, 5-10 PM on Weekdays
10 AM -5 PM on Weekends
Success Metrics
Increase in the number of sign-ups,Increase adoption
Increase in number of bookings
💡
GrowthX is an invite-only club for ambitious founder & growth leaders.
Our members are top founders, product & marketing leaders from 2,400+ internet companies like Google, Canva, CRED & Netflix.
The GrowthX Membership is built on 3 core pillars:
First, learning experience
Learn the science of revenue-led growth with frameworks actionable the next Monday morning.
Second, curated community
access to a safe space for you to soundboard anything that is stressing you at work.
Third, professional outcomes
Over 35% of members are founders & are able to hire growth teams to scale revenue for their companies while operators are able to get into breakout leadership roles.
Engagement refers to how actively and frequently users interact with a product or service. Retention measures how well a product or service keeps users over time, indicating their continued use and loyalty. Both are critical for sustained business growth and user satisfaction.
The core value proposition of BookMyShow
BookMyShow provides a simple, convenient and reliable platform to explore and book tickets for all your entertainment needs.
It's quick, easy and a one-stop shop for all out-of-home entertainment needs.
How do users currently experience that core value prop?
Users experience the core value proposition repeatedly by booking entertainment tickets online via the app or website.
Here’s the flow:
The Natural frequency
We’ve segmented the users based on
- qualitative and quantitative user research
- our 1-on-1s with the BMS team.
User Segment 🙎🏽♂️
Use Case
Natural Frequency ⏳
🍿 Power
Booking tickets for movies/ events
> 2 times in a month
🥤 Core
Booking tickets for movies/ events
1-2 times a month
🍦 Casual
Booking tickets for movies/ events
Once in a quarter
Sub-products and their natural frequency
We’ve assumed ticket booking as the core product, be it for movies/ live events and TVoD as a sub-product.
Sub-products
Description
Natural frequency
Stream
A Transactional Video on Demand (TVoD) service that provides access to content for rental and purchase.
A relatively new product and has not been used extensively
Engagement Framework for BookMyShow
🖼 Framework
Description
Rationale
Frequency of Engagement
Number of bookings/ transactions made
Increase in the number of transactions = Higher retention
Breadth of Engagement
Number of sub-products or sub-categories used
Increase in the number of booking/ transactions across categories = Higher retention
Depth of Engagement
Average order value (AOV) or checkout value
Increase in AOV = Higher retention
Best Engagement Framework for BookMyShow
The best engagement framework for BookMyShow is the frequency of engagement.
Frequency of engagement.= Number of Bookings or Transactions per Month
There are new events and movies listed on BookMyShow every week. In accordance with the insights from our user calling, the best-engaged users have a high frequency of transacting on the platform.
Who’s an active user for BookMyShow
An active user is anybody who makes at least 1 transaction in < 3 months.
💡A Transaction could be
1/ Booking a ticket (movie/event/activity)
2/ Buying a TVoD
Segment
Frequency in 3 months
Recency
Description
Champions
13 to 18
0-15 days
Users who book tickets 4-6 times in a month with the most recent booking having been made in the last 2 weeks.
Loyalists
13 to 18
15-60 days
Users who book tickets 4-6 times in a monthwith the most recent booking having been made 2-8 weeks ago. These users can be easily converted to champions.
Potential Loyalists
6 to 12
0-45 days
Users who book tickets 2-4 times in a monthwith the most recent booking having been made in the last 6 weeks. These users have the maximum potential to become a loyalist or a champion.
New Customers
1 to 5
0-15 days
Users who booked their first ticket in the last 15 days.
Promising
1 to 5
15-45 days
Users who book tickets 1-2 times in a month with the most recent booking having been made 2-6 weeks ago. These are active users who transact less frequently.
Need attention
9 to 12
45-60 days
Users who book tickets 3-4 times in a month with the most recent booking having been made 6-8 weeks ago. These are users who have been inactive lately but used to transact very frequently. It is important to understand the reason for their inactivity and get them to revert to their original frequency.
About to sleep
1 to 8
45-60 days
Users who book tickets 1-2 times in a month with the most recent booking having been made 6-8 weeks ago. It is important to make these users book their next ticket before they move to hibernation.
Cannot lose them
12 to 18
60-90 days
Users who book tickets 4-6 times in a month with the most recent booking having been made 8-12 weeks ago. These are power users who haven't been active in the last 2 months. We cannot lose them since they have the potential to be loyalists/ champions.
At risk
7 to 11
60-90 days
Users who book tickets 2-5 times in a monthwith the most recent booking having been made 8-12 weeks ago. These are core users who haven't been active in the last 2 months. We cannot lose them since they can be potential loyalists.
Hibernating
1 to 6
60-90 days
Users who book tickets 1-2 times in a month with the most recent booking having been made 8-12 weeks ago. These users are at maximum risk to churn. We need to start resurrection campaigns for such users.
Feature Prioritization
The RICE framework is a prioritization tool used in product management. It stands for Reach, Impact, Confidence, and Effort. Reach estimates how many people a project will affect, Impact gauges its benefit, Confidence assesses the certainty of estimates, and Effort measures the time required. This helps prioritize projects for maximum impact.
Here’s the RICE framework analysis for feature prioritization for BookMyShow:
Feature
Reach
Impact (3)
Confidence
Effort (3)
Better categorisation of events
5,00,000
3/3
75%
2/3
Not sure what to book?
3,50,000
2.5/3
70%
2/3
Ordering F&B
3,00,000
2/3
70%
3/3
Event Details
5,00,000
2/3
50%
1/3
Streak/ task-based rewards
3,00,000
2/3
50%
3/3
Meme section
5,00,000
2/3
50%
3/3
Engagement Campaigns
Campaign Type
Movie Buff
Weekender
User Type
Potential Loyalists
Need Attention
Cannot lose them
At risk
About to Sleep
At risk
Need Attention
Cannot lose them
Goal
Notify about movies that are leaving the theatres soon
Notify them about early bird tickets for live events that are selling out (FOMO)
Channel
Push Notification, Email and In-app notification
Push Notification and Email
Pitch/ Content
What’s lined up in theatres this month?
Click here to check it and be the first one to get the tickets for your favourite movie! ❤️
Early bird tickets for <Event Name> are selling out like hotcakes! Grab them before the prices go up!
Frequency
Weekly
Once around the time when the early bird tickets are selling out
Success Metrics
% of tickets booked through the campaign
% of tickets booked through the campaign
Retention
Customer retention is the ability of a company to keep its customers over time.
High retention rates lead to increased customer lifetime value, repeat business, and consistent revenue streams, all of which drive sustainable business growth and profitability.
Bird's-eye view
Current User Retention Rate → 8% month on month*
Flattening of retention curve → ~4 transactions later*
*Data received from team member at BMS
Retention Curve
Microscopic View
ICPs that drive the best retention → Core and Power Segments of Movie Buffs and Weekenders
Channel that drives the best retention → Organic and paid search
Features that drive the best retention → Ticket booking for movies & live events
Natural Frequency
Core product natural frequency → Once a month
Sub-Product -
Sub-product
Natural frequency
Stream
A relatively new product and has not been used extensively
Churn, Why?
The churn rate is the measure of the rate at which the number of paying customers declines.
Churn Reason
Voluntary
Involuntary
Rank
No good listings of event/movies on the platform
✅
1
Bad experience with payment (No refund received/ Payment made but the transaction failed)
✅
ㅤ
2
Better discounts on other platforms
✅
ㅤ
3
Bad experience on platform/ customer services
✅
ㅤ
4
Convenience fee
✅
ㅤ
5
No good listings of theatres nearby
✅
6
Moved cities/geographies
ㅤ
✅
7
Loss of job/income
ㅤ
✅
8
Negative Actions
Segment
Trigger/Negative actions
Champions & Loyalists
Not visiting the app/web for more than 7 days
Not booking tickets for more than 15 daysLow rating (Less than 4) on Google reviews and app store
Customer complaint raised and CSAT less than 8
Potential Loyalists
Not visiting the app/web for more than 15 daysNot booking tickets for more than 30 daysLow rating (Less than 4) on Google reviews and app store
Customer complaint raised and CSAT less than 8
Cannot lose them
Not visiting the app/web for more than 30 daysUninstalling the app
Need Attention
Not visiting the app/ web for more than 30 daysNo core action performed for more than 45 daysUninstalling the appWriting negative reviews on app store and public forum
At-Risk
Not visiting the app/ web for more than 60 daysNot booking tickets for more than 30 days
Hibernating
Not visiting the app/ web for more than 60 days
Not booking tickets for more than 60 days
Segmentation
User type
User Segmentation
Natural frequency
ICP 1 - Movie Buff
Power
>2 per month
ㅤ
Core
1-2 times a month
ㅤ
Casual
Once in a quarter
ICP 2 - Weekender
Power
>2 per month
ㅤ
Core
1-2 times a month
ㅤ
Casual
Once a quarter
Resurrection Campaign:
Resurrection campaigns are marketing efforts aimed at re-engaging inactive or lost customers. They focus on rekindling interest through targeted offers, personalized messages, and incentives to win back customers.
ICP
Movie Buff & Weekender
User Segment
Cannot lose them
At risk
Hibernating
Trigger
No tickets booked in 8 weeks
Goal
Get the user to discover movies/ events and book tickets
Pitch
You’ve missed out on so much action lately! But don’t worry. We have the perfect plan for this weekend. Click to find out!
Channels
Push notification, Whatsapp notification
Frequency
Weekly
Success Metric
Booking of movie/ event tickets
Monetisation
A monetization strategy is a way for companies to generate revenue from its user base by providing additional value according to the usage, willingness to pay and profitability.
Litmus test - BookMyShowRetention → 💥💥💥💥💥
Deeper Engagement → 💥💥💥💥💥
Willingness to Pay →💥💥💥💥💥
BookMyShow is ready for monetisation. 💯
The alternative cost
What is the other way to fulfil the same use case?
Substitute
Flexibility to use
Need physical effort?
Pricing
Fixed cost
Core users
BookMyShow
Easy
Low
10% of ticket price
Low
College students and working professionals
Go to theatre and buy
Very difficult
High
INR 0
Low
College students.
Deeper Engagement
(Power + Core) > Casual
1/ Casual users → 40%
2/ Core users → 40%
3/ Power users → 20%
Being a transactional product, all users will be required to pay.
Perceived Value
For both ICPs, the perceived value is saving time by discovering and booking tickets for movies and events through a quick and easy interface.
BookMyShow → Perceived Value → Save Time
Monetise, but when?
User opens app/ website → signs-up/ logs-in → selects movie/ event → selects theatre/ venue → selects timing → selects seats → makes payment for the tickets purchased.
Monetise, but what?
Unlimited access for discoverability → but charge for purchase of tickets.
New Pricing Page Design
1/ Decluttered the payment page while providing the same information to the user.
2/ Option to add F&B on the checkout page.
3/ Timer added to payment page to create urgency and decrease time take for checkout.
4/ User has option to add booking to calendar and ask for a reminder on WhatsApp.
5/ Option to add F&B after ticket booking added to the checkout flow.
💡
By the way, the depth you see here is just a feeler of the depth we teach at GrowthX 💫
GrowthX is an invite-only club of over 3000 members who are product, marketing, and business leaders, and founders from top internet-first companies like Google, Canva, CRED, Stripe, Netflix, and more 💎
We teach our members how to scale revenues via frameworks that can be applied starting next Monday morning. The GrowthX Membership is built on 3 core pillars:
1. Learning experience: Where you learn the science of revenue-led growth with frameworks actionable the next Monday morning.
2. Curated community: Where you access a safe space for you to soundboard anything that is stressing you at work.
3. Career outcomes: Over 35% of members are founders & are able to hire growth teams to scale revenue for their companies while operators are able to get into breakout leadership roles.
Explore GrowthX Membership 🏆
Cost Levers for BookMyShow
There are several costs that are incurred by ticketing platforms to keep them up and running. Let’s explore the cost levers for BookMyShow.
1/ Operations Costs: These encompass various expenses necessary to keep the ticketing platform functioning smoothly. Key areas include:
Software Licensing Fees: Depending on the scale and functionality, these fees can range from a few thousand to millions of dollars annually.
Payment Processing Fees: Ticketing platforms typically charge a percentage of each transaction for payment processing, usually between 5% and 10% of the ticket price. This fee is split 50% with multiplexes, and standalone or single-screen theaters may incur an additional Rs. 6-8 per ticket.
Customer Support: Ensuring timely and efficient customer support is vital for customer satisfaction. This involves costs for support staff salaries, training, and infrastructure.
Marketing Expenses: Significant budgets are allocated to marketing to attract customers and promote events. This includes digital advertising, email marketing, social media promotions, and partnerships with event organizers.
2/ Maintenance Costs: These are required to keep the ticketing software updated, secure, and optimized for performance. They cover software updates, server maintenance, security measures, and bug fixes.
3/ Server Costs: Robust server infrastructure is crucial for handling high traffic volumes, processing transactions securely, and ensuring a seamless user experience. Server costs include hardware expenses, bandwidth fees, data storage, and network infrastructure.
4/ Resourcing Costs: These involve the expenses related to hiring and managing the workforce needed to develop, maintain, and support the ticketing software. This includes salaries, benefits, training, and overhead expenses.
Market Opportunity
The Indian live events ticketing market offers substantial growth potential. With India being one of the fastest-growing economies in the world, the expanding middle class and youthful demographic are significant factors driving the increasing demand for live entertainment. In the coming years, BookMyShow can incorporate the following to retain its position as a market leader:
Integration of Immersive Technologies
By incorporating virtual reality (VR) and augmented reality (AR), BookMyShow can elevate the entertainment experience. Users could enjoy interactive movie previews, explore virtual cinema environments, and select seats in a virtual setting, making the ticket purchasing process more engaging and innovative.
Event Curation
Diversifying into hosting various events, including film festivals (like the Red Lorry Film Festival), food festivals, flea markets, and concerts, can attract a wider audience and increase engagement. This variety ensures there is something for everyone, broadening BookMyShow’s appeal.
Critique Reviews for Movies and Shows
Adding a section for critique reviews can boost user engagement by offering expert opinions on movies and shows. This feature would help users make well-informed choices and create a community of knowledgeable film enthusiasts.
It could function as an ancillary service similar to social media platforms like Letterboxd, allowing users to create lists, view their ratings and reviews, and potentially follow each other.
Merchandise Sales
Expanding the platform to include the sale of movie-related merchandise can create additional revenue streams and enhance customer loyalty. Offering exclusive or limited-edition items could attract fans and boost sales.
Infrastructure Development
Investing in and maintaining high-quality hubs and spaces for live events can address infrastructure challenges. This could include innovative concepts like drive-in theaters and introducing new event formats, providing a competitive edge and ensuring superior event experiences for attendees.
Private Viewing
BookMyShow can introduce private viewing options for individuals or small groups, catering to those seeking exclusive, personalized experiences. This could appeal to a niche market looking for premium entertainment options.
Live Streaming Events
Offering live streaming of events can broaden BookMyShow’s reach, allowing users who cannot attend in person to still enjoy the experience. This can also create new revenue streams and enhance the platform's versatility.
Expansion and Ticket Resale for International Events
BookMyShow could explore the resale of tickets for international events, such as purchasing a ticket for a Coldplay concert in Bangkok. This would require navigating complex regulations around ticket sales and resale in different countries, ensuring compliance while providing a seamless experience for users looking to attend global events. By entering the international ticket resale market, BookMyShow could cater to a broader audience and tap into a new revenue stream.
Challenges
Competition from Online Streaming Services
Getting people out of their houses is still a major issue with the presence of OTTs and freemium streaming services. BookMyShow has to work compete with these subscription costs that equate to the price of a movie ticket.
This value proposition is particularly appealing when compared to the variable costs of single movie tickets, influenced by factors like movie popularity, showtime, and seat choice.
User Interface Problem and Solution
BookMyShow's current app interface can be complex and difficult to navigate, leading to user frustration and a suboptimal experience. To address this, BookMyShow can develop a user-friendly lite version of the app, focusing on a streamlined layout, reduced load times, and simplified navigation. These enhancements will improve user satisfaction, increase engagement, and drive more frequent usage, ultimately helping to retain existing customers and attract new ones.
Logistical Challenges in Hosting Local Events in Tier 2 Cities
Hosting events in tier 2-3 cities involves several logistical challenges. Language barriers can complicate interactions with local vendors and attendees, while fierce competition from established regional players can impact market entry.
Cultural differences require careful planning to align with local preferences, and infrastructure limitations, such as inadequate venues and transportation, can affect event execution. Successfully navigating these challenges demands strategic local partnerships and a thorough understanding of regional dynamics.
Market Saturation
BookMyShow faces a saturated market where its customer base can't expand much further as most potential users already use the platform. To continue growing, BookMyShow must diversify its offerings and focus on retaining existing customers by increasing the breadth and frequency of their interactions.
Enhancing customer loyalty through personalized experiences and introducing new services, such as sports, education, or travel bookings, will be crucial. This dual approach of diversification and retention will enable BookMyShow to navigate market saturation and sustain its growth trajectory.
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