In an unfolding drama that seems set to captivate the Indian film industry, celebrated filmmaker Blessy Ipe Thomas is preparing to picket PVR Lulu in the city of Kochi. This demonstration comes as a direct reaction to the decision by PVR Cinemas, a national multiplex giant, not to exhibit a number of significant Malayalam films throughout theatres in India. The dispute has struck a nerve in the Malayalam film sector, leading to demands for a swift resolution.
As the controversy continues to brew, a crucial meeting with the Film Employees Federation of Kerala (FEFKA) is slated for 11 a.m. to provide additional details about the upcoming protest.
The clash between the film industry and PVR came into the spotlight following the multiplex chain’s choice to exclude movies like ‘Aavesham’ starring Fahadh Faasil, Vineeth Sreenivasan’s ‘Varshangalkku Shesham’, and Unni Mukundan’s ‘Jai Ganesh’ from their screens. Adding to the list of grievances, prior hits such as ‘Premalu’, ‘Manjummel Boys’, and ‘Aadujeevitham’ were also conspicuously absent from the roster, prompting outrage from the Malayalam cinema’s community.
Blessy, both the director and producer of ‘Aadujeevitham’, voiced his frustration publicly, explaining to The Hindu that despite a successful nationwide run of 16 days, the screenings were suddenly stopped by PVR on April 10 without warning. This abrupt decision has led him to champion what he views as a fight against unilateral and unfair treatment by the large cinema chain.
The crux of the issue lies with the virtual print fee (VPF), a charge imposed by content providers such as Qube, UFO, PXD, and TSR for screening films in theatres. To address this pain point, The Kerala Film Producers’ Association (KFPA) has initiated the Producers’ Digital Cinema (PDC), aiming to offer more affordable screening options and tackle distribution hurdles.
In questioning PVR’s abrupt halt to screening outside of Kerala for what seemingly is an issue affecting just the State, Blessy highlights a broader industry concern. His frustrated efforts to resolve the matter have led him to reach out to theatre owners and engage MLA Saji Cherian, yet to no avail. Blessy’s comments to The Hindu were poignant and filled with a filmmaker’s passion—a passion threatened by the current situation: “If my film, which I worked hard on for 16 years, does not receive proper recognition, then this could be the end of my life as a director,” he lamented. Despite sold-out shows for the dates of April 13 and 14, this did not deter PVR from canceling the screenings, escalating the sense of injustice among cinephiles and the public alike.
An insider from the cinema theatre industry, who chose to remain anonymous, emphasized the importance of finding a resolution swiftly, noting the symbiotic relationship between producers and theatre owners. This individual underlined the significant role of theatres, particularly multiplexes, in supporting the economy of malls. He pointed out the vital need for a fair pricing strategy, one that takes into consideration various financial aspects including GST and Local Body Tax. His words resonate with the sentiment that cinema, in all its facets, is essential not just for its creators but for the inclusive community it nurtures.
Facing mounting pressure, the parties involved are at a crossroads, and the upcoming protest by Blessy might just be the catalyst needed to push for a breakthrough. As the curtain rises on this real-life drama, all eyes are on the unfolding events, with hopes that this impasse will lead to a harmonious conclusion for all.
Chennai
