The Film Employees Federation of Kerala (FEFKA) Directors Union have resolved their disputes with PVR-INOX over compensation, and Malayalam films will be shown at the theatres from tomorrow.
The union had raised objections and demands against the recent decision by PVR–INOX to halt the screening of Malayalam films during the festive season of Eid. Expressing their discontent, the association accused PVR-INOX of adopting a haughty attitude with their actions. They had firmly demanded compensation for the lost revenue incurred by filmmakers due to this boycott.
According to FEFKA, the standoff between the parties was not only detrimental to the films and their makers but also posed a significant threat of financial losses to the industry at large. “If a resolution is not found, the problem will get worse, leading to huge financial losses in the industry,” they said.
PVR-INOX’s move had affected the screening of several recent releases, including Aavesham, Varshangalkk Shesham, Jai Ganesh, and the highly anticipated Aadujeevitham, starring Prithviraj, which premiered on March 28.
The Problem Between KFPA And PVR-INOX
The root cause of the dispute stemmed from the Kerala Film Producers’ Association (KFPA) launching a new content-providing venture and urging theatres statewide to opt for this service.
In response, PVR-INOX ceased the screening of Malayalam films in Kerala and even discontinued the display of dubbed Malayalam releases in other states. This decision also impacted the revenue of filmmakers who secured dubbing rights for these releases.
Both the Film Distributors’ Association and KFPA criticised PVR-INOX’s stance, citing the demand for a significant Virtual Print Fee (VPF) as one of the contentious issues. They condemned this action, highlighting the adverse effects on revenue streams for distributors and producers, especially during a period when audience reception towards these films were positive.
PVR-INOX’s Response
In response to these allegations, Kamal Gianchandani, CEO of PVR Pictures Limited, defended their position, labelling KFPA’s requirement for theatres to source content exclusively from them as illegal and anti-competitive.
Statement regarding release of Malayalam Films at PVR Forum Kochi #PVRINOX #Malayalam #Malayalamfilms pic.twitter.com/f92VnZLoaV
— Kamal Gianchandani (@kamalgianc) April 11, 2024
He extended an offer of peace and reconciliation, urging the Malayalam cinema industry to engage in conversation and find a mutually beneficial solution. It’s good to know that the issue has now been resolved, and all the Malayalam films will start playing again in theatres from tomorrow, April 13.
(Also read: EXCLUSIVE: PVR INOX To Screen Salaar From Tomorrow With Proper Showcasing)
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