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The Kerala Film Producers Association (KFPA) and the Kerala Film Distributors' Association protested against PVR INOX's stand of not screening Malayalam films in its theatres.
Not only did PVR remove the screening of new releases like Aavesham, Varshangalkku Shesham, and Jai Ganesh, but they also stopped showing dubbed versions of Malayalam movies released in other parts of the country.
In a press release, KFPA announced its decision not to cooperate with PVR unless a solution is found regarding the loss incurred by the producers.
Earlier, KFPA launched a new content-providing company named PDC, and the film producers urged theatres in the state to accept films through this company. However, PVR was unhappy with the producers' demand and decided not to screen new Malayalam films.
The virtual print fee (VPF) is the amount it costs a producer or distributor to deliver the film's content to theatres. As Cube, UFO, PXD, and TSR, which deliver content to theatres, charge extra, KFPA has taken the initiative to start a content mastering unit called PDC (Producers’ Digital Cinema). This was done to facilitate the exhibition of films at a low cost.
Currently, PDC content is mostly provided to theatres that have their own projectors and servers. In other theatres, there is an agreement with the owner that the PDC content will be provided only after the completion of the agreement with other content providers. However, private content providers such as Cube, UFO, PXD, and TSR have been charging producers a huge amount in virtual print fees.
PVR locked horns with KFPA after it launched a new nine-screen multiplex theatre in Forum Mall, Kochi. PVR sought the VPF fixed by Qube, but producers demanded a lower VPF using PDC-mastered content. However, PVR opposed the demand, leading to the present crisis.
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Apr 19, 2024
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