On Thursday, October 30, IHNS This was specifically reported after jolly llb 3Star Studio18 has once again got into a dispute with national multiplex chains over payment of Virtual Print Fee (VPF), this time over their latest release, single salmaStarring Huma Qureshi. IHNS Now readers will be updated about what happened after the article was published.
Exclusive: Single Salma releases VPF-free in PVR Inox, Star Studio18 plays ‘Avatar’ card with Cinepolis; Miraculous Gujarati hit Lalo got exemption from VPF for this reason
A trade source told us, “The discussions went on till late Thursday night. Star Studio18 once again reminded multiplexes about their agreement that they will pay the VPF only till 2024. However, they paid the VPF under a last-minute protest in the matter jolly llb 3They made it clear that they would not do this single salmaLast time, PVR Inox had hit back and even suspended its advance booking jolly llb 3However, this time he did not raise any objection as the Competition Commission of India (CCI) investigation is underway. like this, single salman Released on PVR Inox properties without VPF, it is a rare Hindi film to achieve this feat.”
On September 30, 2025, CCI directed investigation against PVR Inox Limited on allegations of abusing its dominant position by continuing to impose VPF on film producers. CCI has ordered its Director General to initiate a detailed inquiry into the functioning of PVR and submit its report within 90 days.
The trade source continued, “On the other hand, the third major national chain, Cinepolis, refused to release single salma Without VPF. This is when Star Studio18 used its trump card – Avatar: Fire and AshesHe reminded Cinepolis that if single salma If their properties do not have a release, they will release the biggest Hollywood film of the year, scheduled for release on December 19, at Cinepolis only if the multiplex chain agrees to pay them 65% of the revenue. This is higher than the standard revenue shared with manufacturers in the first week, which is about 52.5%. Nevertheless, Cinepolis did not budge, perhaps as it hoped by that time Avatar: Fire and Ashes Release is around the corner, a solution can be found. how is it single salma Released in PVR Inox but not in Cinepolis.”
How Lalo got a VPF-free release
Even regional films have to pay VPF and recently, another film has also got a chance to be released VPF free – Gujarati film, Lalo – Krishna always helpsIt was released in the slack time on 10 October, before Diwali. Awareness was negligible and besides, there were new faces in it too. As a result, it barely found any audience in the beginning.
However, about 2 weeks later, in a miraculous and inexplicable turn of events, word of mouth spread and gradually, it started attracting moviegoers in large numbers. Videos on social media show audiences dancing and celebrating during shows in theaters Lalo,
The past weekend was the best for the film and it was probably the highest performing film in Gujarat. Rajhans Cinema in Presia, Surat will run a record 20 shows per day from Monday, November 3. Many other theaters in Gujarat are running more than 10 shows in their properties, indicating the high demand for the film. Even Mumbai performed well. LaloWhich is made in a very low budget of just Rs 100. 50 Lakh, now all set to earn Rs. 5 crores or more.
A Gujarati industry insider reveals, “Initially, the distributor, Rupam Entertainment, asked multiplexes to showcase LaloBut since the film did not receive any buzz, many theaters rejected it. When the demand for the film suddenly increased, all the theater chains ran to the distributor and asked for the print of the film from him. The distributor realized they had the upper hand as theaters in Gujarat were desperate to run it LaloAfter all, the film was guaranteeing them a sell-out show.”
The insider further added, “As a result, the distributor agreed to give them the film on two conditions – since it would be the film’s first week in their theaters, they should be paid as per the terms of the first week. In short, the distributor would get a higher percentage. Their second condition was that the producers would not pay VPF. Multiplexes were fine with the first condition. But they had objections to the VPF. But the distributor was adamant in his demand because the film was made on a modest budget and the VPF would have helped the company. But the burden would increase. The producers knew that it would be their loss if they did not release the film, so they agreed to both the demands.
to end
Both these examples can go a long way in strengthening the case of manufacturers, who have been demanding for a long time that the practice of VPF should end. Industry and trade are now waiting for the next developments on this front.
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