PremiumFEFKA threatens to not let PVR-Inox theatres screen Malayalam movies till group pays compensation, 'issue could worsen'
FEFKA Directors Union stated that filmmakers are suffering because of the boycott. “If a resolution is not found, the problem will get worse leading to huge financial loss in the industry,” they said.
Last Updated: 04.41 PM, Apr 13, 2024
The Film Employees Federation of Kerala (FEFKA) Directors Union has made a statement on PVR-INOX’s decision to stop screening Malayalam films in their theatres during Eid festivities (April 10). The association objected to PVR's move, claiming that they were acting in a haughty manner. Additionally, they have demanded that the multiplex chain compensate the filmmaker for the lost revenue in order for them to restart screening Malayalam films in their theatres.
The FEFKA Directors Union also went on to say that films and their makers are suffering because of the boycott. “If a resolution is not found, the problem will get worse, leading to huge financial losses in the industry,” they said.
In addition to declining to show the recently released films Aavesham, Varshangalkk Shesham, and Jai Ganesh, PVR-INOX also decided to take down the screens for Prithviraj's Aadujeevitham, which hit the big screens on March 28.
What is the issue between KFPA and PVR-INOX?
The Kerala Film Producers' Association (KFPA) established a new content-providing enterprise and invited theatres across the state to screen films via it. PVR INOX, on the other hand, objected to this practice and stopped screening Malayalam films in Kerala as well as their dubbed releases in other states. Regrettably, this has additionally impacted the earnings of filmmakers who purchased the dubbing rights for the new Malayalam releases.
During a press conference, the Film Distributors' Association and KFPA said that the chain of multiplexes demanded to be paid a substantial amount as Virtual Print Fee (VPF) before they would show films.
"Considering the regulatory measures implemented to stop industry participants from abusing their superior bargaining power and causing an imbalance, PVR's decision cannot be accepted," they stated.
They also denounced the multiplex chain's action, saying that it results in "a significant loss of revenue for the distributors and producers, particularly during a time when the audience has been positive about these releases."
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PVR-INOX’s statement
The CEO of PVR Pictures Limited, Kamal Gianchandani, addressed the matter in a statement on X recently. He claimed that it is illegal and anti-competitive for KFPA to require an exhibitor to obtain content from a single source. He also asked the Malayalam cinema industry to talk to them and work out a way forward. The statement says that PVR INOX would be happy to show Malayalam films "in Kerala as well as pan-India.”