Salma’s Solo Release Hits PVR Inox Without VPF, While Star Studio18 Leverages ‘Avatar’ with Cinepolis
On October 30, Bollywood Hungama reported a significant dispute between Star Studio18 and national multiplex chains regarding the Virtual Print Fee (VPF) for the release of the film Single Salma, featuring Huma Qureshi. The conflict arose after Star Studio18 insisted on a waiver of the VPF, which multiplexes typically charge film producers. This situation follows a similar disagreement over the film Jolly LLB 3. Notably, Single Salma managed to release without the VPF at PVR Inox, while Cinepolis refused to comply with the same terms, leading to a strategic negotiation involving a major upcoming Hollywood release.
Star Studio18’s Standoff with Multiplex Chains
The discussions between Star Studio18 and multiplex chains extended late into Thursday night, as the studio reiterated its stance on the VPF. According to a trade source, Star Studio18 reminded the multiplexes of their agreement, which stipulated that VPF payments would only be made until 2024. In the previous case of *Jolly LLB 3*, the studio paid the fee under protest, but this time they were adamant about not doing so for *Single Salma*. PVR Inox, which had previously suspended advance bookings for *Jolly LLB 3*, chose not to object this time, likely due to an ongoing investigation by the Competition Commission of India (CCI) into PVR’s practices. As a result, *Single Salma* became one of the rare Hindi films to release without the VPF at PVR Inox.
The CCI’s investigation, initiated on September 30, 2025, focuses on allegations that PVR INOX Limited has been abusing its dominant market position by imposing VPF on film producers. The commission has instructed its Director General to conduct a thorough investigation and report back within 90 days.
Cinepolis’ Stance and Strategic Negotiations
While PVR Inox agreed to release *Single Salma* without the VPF, Cinepolis took a different approach. The multiplex chain refused to screen the film unless the VPF was paid. In response, Star Studio18 leveraged its upcoming release of *Avatar: Fire And Ash*, a highly anticipated Hollywood film. They warned Cinepolis that if *Single Salma* was not released in their theaters, they would reserve *Avatar* exclusively for Cinepolis, demanding a 65% revenue share—significantly higher than the standard 52.5% typically offered to producers during the first week of release. Despite this pressure, Cinepolis remained firm, possibly hoping for a resolution to the VPF issue before *Avatar*’s release.
Ultimately, this negotiation led to *Single Salma* being released at PVR Inox but not at Cinepolis, highlighting the complexities of the current film distribution landscape in India.
The Success of *Laalo* and Its VPF Waiver
In a separate but related development, the Gujarati film *Laalo – Krishna Sada Sahaayate* also achieved a VPF-free release. Initially launched on October 10, the film struggled to attract audiences due to its lack of buzz and the presence of new faces in the cast. However, after two weeks, word of mouth began to spread, leading to a surge in viewership. Videos on social media showcased enthusiastic audiences celebrating the film in theaters.
The film’s performance improved dramatically, with Rajhans Cinema in Surat planning to screen *Laalo* for a record 20 shows a day starting November 3. Other theaters across Gujarat also increased their showings, reflecting the growing demand. Made on a modest budget of Rs. 50 lakhs, *Laalo* is now projected to earn over Rs. 5 crores, showcasing its unexpected success.
A source from the Gujarati film industry revealed that the distributor, Rupam Entertainment, initially faced rejection from multiplexes due to the film’s lack of popularity. However, as demand surged, theaters approached the distributor for the film’s print. The distributor capitalized on this newfound interest, negotiating terms that included a higher revenue share for the first week and a waiver of the VPF, which multiplexes ultimately accepted.
Implications for the Film Industry
The developments surrounding *Single Salma* and *Laalo* may have broader implications for the film industry, particularly regarding the contentious issue of the VPF. Producers have long argued against the practice, claiming it places an undue financial burden on them. The recent successes of these films without the VPF could strengthen their case and prompt further discussions about the future of this fee in film distribution. As the industry awaits the outcome of the CCI investigation and potential changes in multiplex policies, the landscape for film releases in India remains dynamic and evolving.
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