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A few days ago, Ronnie Screwvala appealed to the Indian Competition Commission against four multiplexing channels – PVR, Inox, Cinepolis and Carnival Cinemas – and the FICCI Multiplex Association of India, alleging the undue imposition of Virtual Print Fee. (VPF). In his petition, the filmmaker complains that the multiplexes generate 20,000 rupees for Indian film producers / distributors for each film screened in VPF format.
As a result, Inox Leisure boycotted Mard Ko Dard Nahi Hota and refused to filter it into their properties. Reports indicate that Ronnie was asked to withdraw his complaint if he wanted the multiplex channel to screen his film. It should be noted that once a complaint is filed with the regulator, it can no longer be withdrawn. Meanwhile, Ronnie allegedly paid VPF to other multiplexes, although under protest, for the screening of his film.
The petition described the VPF as a draconian discriminatory accusation that the multiplex chains impose by force. In 2010, following a discussion among producers, distributors and exhibitors, the process of transforming physical impressions into digital prints began. At the time, it had been agreed to levy a tax on VPFs to support the transition for five years, which ended in December 2015. According to Ronnie's complaint, the period was extended to two years. times, following a verbal agreement between producers and distributors with December 2017.
However, multiplexes continue to collect VPFs directly from Hindi and regional film distributors, with the exception of Hollywood films (including their dubbed versions), which gives them a competitive advantage over national cinema. The petition had also indicated that the 2016 movie Dangal, produced by Disney, was not charging this fee due to an arrangement by the foreign studio for the screening of their international films in India.
Ronnie's petition stated: "This severely limits any kind of level playing field for which Indian content creators are thirsty. Indian producers must, on average, pay 2 to 3 billion crore of VPF to be able to broadcast on 1 000 to 1 500 screens. Given the cost of the release, Ronnie was forced to market Love Per Square Foot in digital form. He planned to release Sonchiriya on 505 screens in PVR, INOX, Cinepolis and Carnival, but that would have meant spending 93 Rs lakh in VPF. The change of the exit plans had a significant impact on the theatrical production of the film. Mard Ko Dard's Nahi Hota opened last week.
With many important outings like Kalank and RAW lined up over the next few weeks, it will be interesting to see how this fight unfolds.
DECLARATION OF PVR
PVR Ltd. was apparently named in a complaint to the ICC. At the date of publication, the information available from the company is entirely speculative and is based primarily on information provided by the media and an interview given by the complainant alone to an information channel.
Given the slanderous and malicious nature of the allegations, the company must formally declare that it firmly refutes allegations that have been reported in various media reports in recent days. PVR operates in compliance with the laws in force and the regulatory framework of the country and is in full compliance with them. The badertions made in various media reports and in the interview given to an information channel, alleging cartel conduct or contrary to the interests of the spectators, are false and are intended to tarnish the Picture of PVR and its management. Regardless of the malicious intent of these allegations, the company will continue its usual activities …
Film manufacturing and exhibition activities have evolved in our country and continue to grow rapidly. PVR has invested and continues to invest significant resources in the film projection sector for the benefit of spectators and other stakeholders. PVR is committed to improving every interaction with its movie theater customers and will continue to focus its resources on this goal. Since the media has suggested that the case is pending, we refrain from making further comments at this stage …
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