Mumbai: Online tickets booking company Bigtree Entertainment Pvt. Ltd that operates as Bookmyshow.com has been looking to create avenues for increasing its user engagement and is looking to sell 150 million tickets this year, which would be an increase of 50% compared with last year.

It is also looking to increase its supply by adding 200 single-screen theatres in smaller towns.

“We have a lot of focus on user engagement which will be driven by payment services and discovery and value-added services," says Marzdi Kalianiwala, head of business intelligence with the company that has added features like voting reviews, trailers and blogs.

The company has already tied up with 600-800 single-screen theatres. “15% of the supply in terms of screens would come from the next 40 towns," Kalianiwala adds.

The Mumbai-based company launched its virtual wallet last August, which is used by 2.5 million users, and is looking to add features like peer-to-peer sharing for better payment options by March this year as 70% of its bookings are through the mobile site or mobile-phone app.

“On an average, users buy three tickets almost two to three times a month. Hence launching a wallet made sense. We think it’s important to target the pre-22 age group that is 20-25% of the user base that mainly transacts in cash and the peer-to-peer lending feature would help target this audience," says Kalianiwala.

The company is looking to roll this feature out by August. It is also looking to sign up with general provision stores for accepting cash to top up the wallet. Users can also transfer their money back into their accounts from their wallets.

The other initiative that is in a pilot stage includes signing up with 70 merchants to offer a combined ticket and coupon scheme. “This allows users to redeem coupons based on the location of the area they are watching movies which makes the offer relevant. We are looking to roll out the initiative in two months," adds Kalianiwala. Features like last-minute cancellations of movie tickets may be added to the value-added services, he says.

The company that was founded in 2007 by Ashish Hemrajani, Rajesh Balpande, Parikshit Dar is backed by venture capital firms Accel Partners and SAIF Partners, as well as Network 18.

BookMyShow over the years has diversified its business to include bookings for events and sport events. In case of event tickets that are booked days in advance and have high ticket values, BookMyShow offers cash-on-delivery services.

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