Truce between PVR-INOX and Malayalam producers; films to screen from Vishu

According to sources, the issue was resolved with the help of MA Yusuff Ali.

However, the films will be screened in all theatres, except for PVR-Inox in Forum Mall, Kochi and Miraj Cinemas, Kozhikode.

Talks regarding screening in these theatres are still ongoing.

Earlier on Saturday, 13 April in a press meeting, Film Employees Federation of Kerala (FEFKA) general secretary B Unnikrishnan said that they won’t screen any Malayalam films in any PVR-INOX screens in India without getting the compensation for the cancelled shows.

PVR-INOX had stopped screening Malayalam films in their theatres after a difference of opinion regarding VPF (Virtual Print Fee).

FEFKA alleged that the stand taken by PVR was a blanket ban towards Malayalam films.

Vishu films affected

Unnikrishnan had alleged that, due to the blanket ban, Vishu releases like Varshangalkku Shesham, Aavesham and Jai Ganesh were affected. “If there is an issue, there has to be talks, but PVR didn’t do that.”

These films didn’t get any screens outside Kerala owned by PVR-INOX due to their ban on Malayalam films.

The presence of 42 screens by PVR in Kerala has stirred concerns among producers about the business.

Unnikrishnan also said that the houseful shows of Aadujeevitham in other states have been affected.

Blessy, who attended the press meeting, stated that despite him paying the VPF (Virtual Print Fee), PVR removed his film from their screens.

Vineeth Sreenivasan, director of Varshangalkku Shesham said that the decision of PVR to ban Malayalam films has affected the Malayalam industry as a whole.

Help from other quarters

Unnikrishnan had also said earlier in the day, that they informed Kerala Chief Minister Pinarayi Vijayan, and also sought help from MA Yusuff Ali, the founder of Lulu Mall.

PVR-INOX owns multiplexes at Lulu International Mall in Trivandrum and Kochi.

Many regulars at PVR-INOX in Kochi were unaware of this decision and some of them made a queue line at the multiplex theatre for bookings.

The opening numbers of Malayalam films in Kerala would have been higher had movies been screened in the PVR-INOX theatres.

PVR’s stand

PVR-INOX, on 11 April, came out with a press note saying that in their newly opened multiplex at Forum Mall in Kochi, it was advised by the Producers Association to source Malayalam movie content (digital film print) exclusively by one channel— the content mastering and distribution network by the Association.

The PVR management asserted that such an action of forcing an exhibitor to procure content from only one source is anti-competitive in nature and prohibited by the law.

Following this, PVR-INOX stopped screening Malayala films such as Aadujeevitham, Premalu, and Manjummel Boys from their multiplexes in Kerala and outside the state, too.

How did it start?

The new property of PVR-INOX was opened in Forum Mall, Kochi on Wednesday, 10 April. However, the theatre did not screen the new Malayalam releases.

A few members of the Kerala Film Producers Association (KFPA) started a new content-providing company named PDC.

The producers insisted that all new theatres in Kerala must take films through their new content-providing company.

There was a difference of opinion on this with PVR, the biggest multiplex operator in India. Subsequently, the PVR management decided not to screen any new Malayalam films in their existing properties.

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