Boosting Non-Movie Event Discovery on BookMyShow
Getting BookMyShow's movie audience to find concerts, workshops and live events on the same app
✳The problem they went after
BookMyShow owns movie ticketing in India and is barely in the running for everything else it sells. Young urban professionals who relocated for work go to Instagram creators to find local concerts, stand-up shows, workshops, festivals and sports, because they read the app as a movie-only product. The categories are already on the platform. The perception is not.
✳What they actually did
User interviews and a SWOT surface four pain points: no collaborative planning tools for group decisions, poor discovery outside film, convenience fees higher than booking direct, and unclear event details. What users describe wanting is one platform with curated recommendations, joint seat selection with friends, and transparent pricing without hidden costs. The goal is a twenty-five percent increase in non-movie discovery and booking among existing movie users. Two personas anchor it: Raya, a 29-year-old IT developer in Bangalore chasing social weekends, and Yatish, a 42-year-old Mumbai founder wanting family entertainment and professional development in one place.
✳What you can take from it
Worth stealing
- Growth target set against existing movie users, not new ones
- Collaborative planning and joint seat selection with friends
- Instagram creators named as the real discovery competitor
- Two personas with deliberately opposing motivations
Read this if
PMs growing a second category inside a product known for one thing
The transferable bitThis is treated as a perception problem inside an existing user base rather than an acquisition problem. Growth gets defined against people already on the app, which makes both the target and the work concrete. The two personas earn their place by pulling in opposite directions, one social and spontaneous, the other family plus professional.
✳The submission itself
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