CCI has started investigating PVR Inox over the Virtual Print Fee (VPF) after the release of Jolly LLB 3. With the film nearing the end of its theatrical run, questions around VPF practices have again come into focus.
Advance bookings for the movie at PVR Inox were stopped for a short time last month because of the VPF dispute. The bookings resumed after a resolution, but on 30 September, the Competition Commission of India ordered a formal investigation.
According to CCI, PVR Inox holds a dominant position in the multiplex market. Evidence suggested that the chain treats producers differently, raising concerns about unfair practices in film distribution.
The commission noted that Hollywood films usually face no VPF charges, while Indian producers are still being billed. The investigation aims to study these practices, and the report is expected within 90 days.
VPF was introduced years ago to help theatres move from traditional projectors to digital ones. Producers were meant to support the transition for a limited time, but the charge continues to remain in place for many Indian films.
The Film and Television Producers' Guild of India has complained that VPF still creates financial strain for Indian producers. They argue that the charge is unfair and should have been withdrawn long ago.
PVR Inox has often faced questions about its VPF policy. While the CCI probe won't shut the chain down, the findings may force changes in how it handles future film releases. Updates are awaited as the inquiry moves forward.