Recently a controversy arose when the makers of jolly llb 3 Refused to pay Virtual Print Fee (VPF). Due to this, PVR Inox stopped the advance booking of Akshay Kumar-Arshad Warsi starrer film, which created a stir in the industry. The makers eventually made the payment but made it clear that they were paying it under protest. Two weeks later, on September 30, 2025, the Competition Commission of India (CCI) directed an investigation against PVR Inox Limited on allegations of abusing its dominant position by continuing to levy Virtual Print Fee (VPF) on film producers. The decision that came also confirmed that the manufacturers jolly llb 3Viacom 18 along with Yash Raj Films had signed separate deals with PVR Inox and if all had gone well, they would have been exempted from paying VPF for their films releasing after 2025.
Revealed: YRF’s Syara and War 2 could have been released VPF free! CCI order reveals surprising clause in PVR Inox deals
According to the Film and Television Producers Guild of India’s plea, the agreement PVR Inox entered into with YRF and Viacom included a “sunset clause”, i.e. an agreement to phase out the payment of VPF by December 2024. This effectively meant that these two dominant studios would no longer be burdened with the VPF fee, while hundreds of small and medium producers continued to pay the fee for every film released on PVR screens. The Producers Guild argued that this practice was clearly discriminatory, creating a two-tier system in which only a select few benefited, with the rest of the industry at a disadvantage.
In its response, the Producers Guild emphasized that such deals highlight how PVR is using its dominant market position to benefit powerful production houses while refusing to make similar concessions to others. It argued that this is in direct violation of the provisions of the Competition Act, which prohibits enterprises from imposing unfair and discriminatory terms.
However, PVR defended its conduct. It told CCI that the sunset clause for YRF and Viacom has not yet been invoked and is still under reconsideration. It added that Yash Raj and Viacom are eligible for the sunset clause only if they stop paying VPF to other exhibitors/DCE providers. It further claimed that these concessions were given only because competing exhibitors like Cinepolis were in talks with the same studios. As a result, they risked losing their films if PVR did not match those conditions. As such, PVR argued that it was acting to “accomplish competition”, which could not be considered discriminatory under the Act.
The CCI findings have sent shockwaves across the film industry. In its order, the Commission found prima facie evidence of discriminatory conduct by PVR Inox, noting that major studios like Yash Raj Films and Viacom18 had negotiated special “sunset clause” deals to phase out the controversial VPF, yet hundreds of small producers were being charged fees for every release. Interestingly, if those agreements had been implemented, YRF’s 2025 release, soldier And war 2Unlike most Indian films, which continue to bear costs, could enjoy a VPF-free release. Calling for a level playing field in film screenings, the CCI has now ordered a full investigation by its Director General into the conduct of PVR Inox, a move that has once again reignited the industry-wide debate on fairness and transparency in the virtual print fee system.
Also Read: Syara star Ahaan Pandey lights up Mumbai classroom with smiles, songs and dreams; Check out the pictures!
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