CCI has exposed PVR INOX over its alleged unfair Virtual Print Fee (VPF) practices, stirring major controversy in India's film industry.
The recent Competition Commission of India (CCI) order has turned long-standing debates into a full-blown confrontation.
The issue escalated when Jolly LLB 3 makers refused to pay the VPF. In response, PVR INOX halted advance bookings for the film a bold move that made headlines and revealed deeper systemic flaws in multiplex operations.
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The VPF controversy has now highlighted a much larger concern the unequal treatment of producers in India's multiplex business structure.
According to CCI's findings, leading production houses such as Yash Raj Films (YRF) and Viacom18 were given special "sunset clauses." These clauses would have allowed their films to stop paying VPF from December 2024.
This means major releases like YRF's Saiyaara and War 2 could have been exempted from paying the controversial fee, while most Indian films continued to bear the financial burden.
Smaller producers, however, would still need to pay the full VPF, effectively creating a two-tier system one that benefits big studios while marginalising independent filmmakers.
The Producers' Guild has criticised this practice as discriminatory, claiming it abuses PVR INOX's dominant market position by granting selective relief instead of industry-wide fairness.
PVR INOX, on the other hand, has defended its actions, calling such deals competitive responses to rival chains. The company also claimed that these sunset clauses are not yet implemented.
CCI's investigation has, however, served as a wake-up call pushing for transparency and fairer business practices in India's multiplex ecosystem.
Ultimately, it appears that no one is entirely blameless. Multiplexes, producers, and studios all play the game to maximise profits, but the current system still leaves smaller players paying more than their fair share.
Tags: Tollywood#TOPSTORIES
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About the AuthorAkhilAkhil, a passionate young writer, started his journey at M9 News and has since become a key member of the team. With a deep love for Telugu cinema, Hyderabad city news, and a keen interest in general affairs, Akhil bring…ADVERTISEMENT