New Delhi: In the last few days, screening giant PVR-INOX has stopped screening Malayalam films across India. This decision comes after the rift between Kerala Film Producers Association (KFPA) and theater owners. Due to the controversy, films like Prithviraj Sukumaran’s ‘Aadujeevitham’, Fahadh Faasil’s ‘Avesham’ and ‘Varshangalakku Shesham’, ‘Manjumel Boys’ and ‘Premalu’ have suffered a major setback, which will no longer be shown on PVR screens. Let us tell you that on the occasion of the recently celebrated Eid 2024, the screening of films was stopped.
Why did this controversy arise?
Actually, Kerala Film Producers Association (KFPA) has started a new content providing company, which has appealed to the theaters of Kerala to buy films through this newly established venture. This big decision of PVR and INOX stems from the ongoing dispute between Malayalam film producers and theater owners regarding Virtual Print Fee (VPF). This fee is paid to those providing services like QUBE for screening films in multiplexes. Whereas producers in Kerala have been opposing these charges for a long time, they say that this significantly reduces the profits of both film producers and theater owners.
PVR-INOX expressed objection due to these things
However, objections were raised by PVR and INOX, due to which not only the screening of Malayalam films was stopped in Kerala, but also the screening of their dubbed versions in other states. Unfortunately, this move has had a negative impact on filmmakers who had acquired dubbing rights for recent Malayalam releases, impacting their business. Hence, now the Telugu dubbed versions of ‘Premalu’ and ‘Manjummel Boys’ were removed from the theaters in Telugu states.
Distributors of ‘Manjummel Boys’ took action
According to Hindustan Times, Shashidhar Reddy of Mythri Movies, the distributor of the dubbed version of ‘Manjummel Boys’ in Telangana, filed a complaint with the Telugu Film Chamber of Commerce on Thursday, April 11 regarding this matter. He told the press, ‘It is unjust for PVR and INOX to stop the Telugu release of ‘Manjummel Boys’ due to issues with producers in Kerala. It is unfair to disrupt screenings, especially when they are generating substantial revenue. The Telugu Film Chamber of Commerce will soon call an emergency meeting to deal with the issue.
This is the statement of PVR CEO regarding the matter
On the other hand, PVR Pictures Limited CEO Kamal Gyanchandani shared a statement on X regarding this issue. Their statement said, ‘Our newly inaugurated 9-screen cinema, PVR Forum Kochi has been advised by the association to exclusively receive Malayalam film content through one channel (sic).’ He further said, ‘Such action of forcing any exhibitors to purchase content from only one source is anti-competitive in nature and against the law. As a law-abiding member of the Indian film industry, we are unable to follow this advice.
These Malayalam films are performing well despite the ban in PVR-INOX
For information, let us tell you that with the release of films like ‘Aadujeevitham’, ‘Premalu’, Mammootty’s ‘Bramayugam’ and ‘Manjummel Boys’, the Malayalam film industry is performing brilliantly at the box office. Newly released films like ‘Aavesham’, Vineet Sreenivasan’s ‘Varshangalakku Shesham’ and Unni Mukundan’s ‘Jai Ganesh’, which are getting rave reviews, are also suffering losses due to this feud.
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FIRST PUBLISHED: April 15, 2024, 11:04 IST