Disruption in Cinema: PVR-INOX Clash with Producers Association
Amidst the joyous celebrations of Eid, a somber cloud looms over the cinema industry as PVR-INOX takes a drastic step, halting the screening of Malayalam movies nationwide. This decision stems from a heated dispute with the Kerala Film Producers Association (KFPA), sending shockwaves through the film fraternity.
Suspension of Malayalam Releases
PVR-INOX’s stance has led to the abrupt cessation of screenings for highly anticipated Malayalam releases including Aavesham, Varshangalkku Shesham, Jai Ganesh, and even the acclaimed Aadujeevitham starring Prithviraj, which hit the screens on March 28. This unexpected move has left both cinephiles and industry insiders bewildered.
Conflict Over Content Distribution
At the heart of the conflict lies the Kerala Film Producers Association’s (KFPA) establishment of a new content-providing entity named PDC. The KFPA advocated for theaters in Kerala to procure films through this newly formed company, triggering objections from PVR management. Consequently, PVR-INOX opted to boycott the screening of new Malayalam releases in protest against this arrangement.
Tensions Escalate Amid Success Stories
The fallout comes at a time when the Malayalam film industry has been witnessing a string of successes with movies like Manjummel Boys and Premalu. The anticipation surrounding upcoming releases like Fahad Faasil’s Aavesham, Vineeth Sreenivasan’s Varshangalkku Shesham, and Unni Mukundan’s Jai Ganesh was palpable, only to be overshadowed by this discord.
Ripple Effect Across Regions
The ramifications of PVR-INOX’s decision extend beyond Kerala, with reports emerging of screenings being halted in places like Hyderabad, exemplified by the cessation of Manjummel Boys. This has prompted the Telugu Producers Council to convene an emergency meeting to address what they perceive as discriminatory practices by multiplex chains.
Merger Dynamics: PVR-INOX’s Dominance
The backdrop against which this clash unfolds is the merger of PVR Pictures and INOX Limited in 2023, creating a singular entity known as PVR INOX Limited. With a vast network of 1689 cinema screens spanning India and Sri Lanka, this conglomerate commands a formidable 43% share of multiplex screens in India, further amplifying its influence.
 Uncertain Times for Malayalam Cinema
As the standoff between PVR-INOX and the Kerala Film Producers Association persists, the future of Malayalam cinema hangs in the balance. While audiences await a resolution to this impasse, the broader implications for content distribution and industry dynamics remain to be seen.
