'Aadujeevitham' Director Blessy To Protest Against PVR Cinemas' Malayalam Movie Screening Halt

Director Blessy Ipe Thomas rallies against PVR Cinemas' nationwide halt on Malayalam film screenings, staging a protest outside PVR Lulu in Kochi.

Aadujeevitham Director Blessy

Source : Facebook/ Blessy

New Delhi: Renowned Indian film director and screenwriter Blessy Ipe Thomas is gearing up to stage a protest against PVR Cinemas for their decision to halt the screening of Malayalam movies across India. This move comes amidst a brewing dispute between the Malayalam movie industry and the multiplex giant.

Malayalam films vs PVR cinemas

The controversy escalated when PVR Cinemas opted not to showcase recent Malayalam releases such as Fahadh Faasil’s ‘Aavesham’, Vineeth Sreenivasan’s ‘Varshangalkku Shesham’, and Unni Mukundan’s ‘Jai Ganesh’. This decision drew sharp criticism from filmmakers and industry stakeholders.

Director Blessy, known for his work on the movie ‘Aadujeevitham’, expressed deep disappointment with PVR’s abrupt halt in screening his film, despite its successful run across the country for 16 days. He highlighted the lack of prior notice and called for a resolution to the ongoing issue.

The root of the conflict lies in the virtual print fee (VPF) charged by content providers like Qube, UFO, PXD, and TSR for screening movies in theatres. In response to industry concerns, The Kerala Film Producers’ Association (KFPA) recently launched the Producers’ Digital Cinema (PDC), aiming to offer reasonable screening costs and address distribution challenges.

Blessy's protest against PVR

Blessy’s protest is scheduled to take place in front of PVR Lulu in Kochi, where he plans to voice his grievances and demand fair treatment for Malayalam films in multiplexes across India. He urged the public and cinema enthusiasts to question the unjust treatment and support the cause.

In response to the situation, a cinema theatre industry insider emphasized the urgency for producers and theatre owners to find a swift resolution. He highlighted the significant contribution of theatres, especially multiplexes, to malls, stressing the need for a fair pricing strategy that considers various cost factors.

The dispute between PVR Cinemas and the Kerala film industry underscores broader concerns regarding equitable treatment and fair business practices within the Indian cinema landscape. As tensions continue to simmer, stakeholders hope for a constructive dialogue and a mutually beneficial solution to the impasse.