This morning on the occasion Of Eid, one of the biggest festivals in Kerala, Malayalam film fans had a rude awakening – no Malayalam films in PVR – INOX. The multiplex chain has reportedly banned all Malayalam movies from playing in its theatres. The movies it has pulled out include the three new Malayalam releases today – Fahadh Faasil’s Aavesham, Pranav Mohanlal’s Varshangalkku Shesham, and Unni Mukundan’s Jai Ganesh; as well as older releases such as Manjummel Boys, Aadujeevitham and Premalu.
Social media is abuzz with both Malayali and non Malayali movie lovers raging over the unavailability of Malayalam movies in PVR – INOX. Most people are complaining that they have to travel long distances to catch their preferred Malayalam movie in a cinema hall other than PVR – INOX. And once there, non Malayali people have to watch it without subtitles. After all, PVR-INOX is the biggest multiplex chain in the country, with a presence in almost all cities and towns.
Even worse is the fact that PVR – INOX has pulled even the dubbed versions of older Malayalam movies from theatres. The Telugu Producers Council has called an emergency meeting to discuss the issue after PVR – INOX stopped the screening of the Telugu dubbed version of Manjummel Boys in Hyderabad. The banning of the movies have led to stakeholders losing millions of rupees in revenue.
Everyone knows that Eid is the time when the biggest Malayalam movies hit theatres. It’s also the time when Malayali filmgoers throng the movies in droves. PVR-INOX’s move has put a dampener on the festivities.
The question that arises is – who’s to blame for the fracas?
Is it PVR – INOX’s fault?
As per reports, PVR – INOX made the controversial move after a pressing issue with the Kerala Film Producers Association remains unresolved.
The problem began when the Kerala Film Producers Association (KFPA) started a new content-providing company named PDC. It ruled that both new theatres and recently renovated theatres must take films only through this company. But theatre-owners say that the content provided by the new company needs expensive upgradation to their existing infrastructure framework, which is neither economical nor feasible.
Not just PVR – INOX, even Miraj Cinemas had refused to screen Malayalam movies sourced through PDC, the new content-providing company floated by the Kerala Film Producers Association.
Is it right to force theaters to buy content that will stretch their already frayed budgets?
Here’s PVR – INOX’s official stand on the matter –
Statement regarding release of Malayalam Films at PVR Forum Kochi #PVRINOX #Malayalam #Malayalamfilms pic.twitter.com/f92VnZLoaV
— Kamal Gianchandani (@kamalgianc) April 11, 2024
The sad fact is that film-lovers are suffering in the tussle between multiplexes and producers.
We hope good sense prevails, and things go back to harmonious symbiosis between the two entities as soon as possible.
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