Active in 12 cities, 1018MB has challenged the convention that a film’s theatrical release window should have a limited shelf life by putting the power of deciding what films to screen in the hands of the audience. PVR’s new initiative Vkaoo offers a similar on-demand screening service, however, Saurabh Davendra Singh, one of 1018MB's co-founders, doesn’t see himself in the same line of business as Vkaoo: “I don’t consider Vkaoo a competitor. Their business is selling tickets. My business isn’t selling tickets, it's creating a platform for smaller films,” says Singh. Talking about his motivation to form the company and offering such a platform he said: “I increasingly got frustrated by the fact that big movies, as great as they are, kill creativity and I got extremely jealous when I see movies do something extraordinary on a small budget.”