The Financial Express
The Film Employees Federation of Kerala (FEFKA) declared on Saturday that no Malayalam films would be screened in any PVR-owned theater until the company compensates producers from Kerala for their losses. FEFKA’s general secretary Unnikrishnan B announced this decision during a press conference attended by prominent producers such as Blessy Ipe Thomas (also Director of The Goat Life) and Vineeth Sreenivasan.
The move comes amidst an ongoing dispute between PVR and the film producer’s association over the virtual print fee (VPF) charged by the multiplex company. Unnikrishnan stated that until the disagreement is resolved, no films will be supplied to PVR’s new screen at Forum Mall.
“As a countermeasure, PVR, with a cartel-like strategy, decided not to show any Malayalam film on any of the theatres or screens owned by them across India. This has caused a significant financial loss as well as mental pressure to producers, including Blessy,” he said.
He said that PVR does not have the courage to take such a stand in the other south Indian states, but was taking unfair advantage of the Malayalam film industry’s view of resolving issues democratically.
“It is not just a question of the problems of the film producers, it is also a question of the pride of Malayalam cinema and Malayalees as a whole. Therefore, we have decided that unless the producers are compensated for the loss they have suffered for the number of days their films were not shown, no Malayalam cinema would be given to any PVR theatre or screen anywhere. The producers’ association have also assured us of their support,” Unnikrishnan said.
Vineeth Sreenivasan said that it was not just an issue of the producers, as it also affects all the artists working in the Malayalam film industry.
Virtual Print Fee (VPF) is a charge levied by digital cinema service providers, such as multiplex chains, on film distributors and producers for the digital projection equipment (like projectors) installed in theaters.
Traditionally, cinemas used physical film prints for screenings, but with the transition to digital projection in 2010, the cost burden shifted to distributors and producers to upgrade theaters with digital equipment. VPF agreements were established to alleviate this financial burden by spreading the cost over time. According to reports, VPF charges range between Rs 12,000-25,000 per screen depending on the scale of film and single screen/multiplex.
Under a VPF agreement, distributors pay a fee per film to cover the cost of digital projection equipment installation and maintenance. This fee is often collected over the course of several years or screenings. Once the VPF period ends, theaters own the equipment outright, and the fee ceases. VPF agreements have been subject to controversy, with disputes arising over fee amounts, terms, and implementation, leading to conflicts between distributors, producers, and exhibitors.
(With inputs from PTI)
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