The Malayalam film industry found itself in turmoil recently when major theatre chains PVR INOX decided not to screen several blockbuster Malayalam films, including Aavesham, Varshangalkku Shesham, and Jai Ganesh. This decision also affected previously released films like Aadujeevitham and Manjummel Boys.
However, a breakthrough emerged as the Kerala Film Producers Association (KFPA) announced that no Malayalam movies would be provided to PVR INOX until compensation was provided for the affected films.
The situation appeared to be heading towards a deadlock until the evening of April 13th when a resolution was finally reached. Entertainment news tracker Sreedhar Pillai reported that the issue over Virtual Print Fee (VPF) between KFPA and PVR INOX had been settled.
Following the resolution, PVR INOX is set to resume advance bookings in all their locations across the country, with bookings expected to commence immediately or by the next morning’s shows at the latest.
Although the new releases faced a setback by losing two crucial days, Friday and Saturday, they are expected to bounce back strongly over the Vishu festival weekend in Kerala. Reports indicate that films like Aavesham, Varshangalkku Shesham, and Jai Ganesh have already garnered positive responses from audiences, with many theaters witnessing housefull shows in Kerala, Bengaluru, and Tamil Nadu.
The conflict arose when KFPA requested PVR Forum Mall to accept digital prints provided by the Malayalam Producers Association to counter the high Virtual Print Fees charged by certain digital mastering companies. However, PVR INOX declined the request, leading to the ban on Malayalam film screenings, a move deemed as ‘high-handed’ by KFPA.
Meanwhile, the Vishu/Eid releases like Aavesham, starring Fahadh Faasil, Varshangalkku Shesham featuring Pranav Mohanlal, and Jai Ganesh starring Unni Mukundan, have all received positive feedback from audiences and promise an exciting cinematic experience.
