BookMyShow’s MyCoupons – Discount food coupons and offers on restaurants near your Cinema.

BookMyShow is India’s biggest online movie and events ticketing brand. The website caters to ticket sales for movies, plays, concerts and sporting events via the online platform.

The Problem and an Idea:

In order to increase conversions on the seat selection pages of their ticket booking portal, BookMyShow wanted to introduce the MyCoupons module that allowed customers to get great offers on nearby restaurants and outlets around the event venue.

The Solution and Implementation Challenges:

BookMyShow sells millions of tickets every month and any technical solution we propose would need to be highly robust and horizontally scalable.

Also, BookMyShow uses its own datacenters and had specific technologies it wanted us to build the Coupon Engine on. The technology stack included Node.js, MongoDB, Redis, RabbitMQ, Nutcracker (Redis clustering), Bootstrap, Docker, Centos. These set of technologies combined with intelligent caching and server clustering allowed handling the large number of requests that BookMyShow servers received and yet serve personalized offers to individuals.

The project had number of different scalability and functional challenges, especially since offers were to be personalized to users across thousands of cinema halls and each request was subject to multiple rules that decided the unique coupon of a participating restaurant/outlet close to the event venue.

In the above example the Subway Coupons, Cafe Coffee Day (CCD Coupons) and other offers are based on time of the movie, distance of the brand outlets from the venue, number of tickets selected and more factors. Nearly 20-25 different attributes were to be considered before displaying the relevant offers to users.

After considering all the above factors, functionality requirements, and scalability concerns on BookMyshow, we built the MyCoupons platform to handle more than 10 billion personalized coupon requests every month.

In addition to the entire coupon engine system, BookMyShow also required a coupon redemption platform for restaurants and outlets and a reporting system for the brands and managers. This was also built ground up to track performance of the MyCoupons system.

Other than the scalability challenges, the entire project involved liasioning with multiple other BMS modules and stakeholders to ensure the timely completion of the rule engine.

The Results:

Thanks to the introduction of the MyCoupons functionality in the ticket booking flow, it has helped BookMyShow acquire new customers and win back customers who haven’t transacted in the past 3 months contributing to ~ 2-3% of the movie transactions in Mumbai in the past month.

In their own words:

“We worked with Canvass for the MyCoupons project – a critical technology project at BookMyShow and had a very good experience. They were great to work with and were extremely responsive. Their team was confident in handling technical challenges and were willing to experiment & recommend different technologies to ensure the project worked seamlessly in our environment. Their core expertise in marketing automation and scalable web technologies was a key success factor in our engagement with the Canvass team.”


– Vipul, Book My Show