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Why is PVR INOX not exhibiting Malayalam films like Aavesham, Varshangalkku Shesham, Jai Ganesh despite good reports?
Despite the success of Malayalam movies like Aavesham, Varshangalkku Shesham, and Jai Ganesh in theaters, PVR INOX has chosen not to screen them. Why? Let's find out.
The Malayalam film industry has experienced a string of successes this year, with several movies achieving popularity nationwide. Recent releases such as Aavesham, Varshangalkku Shesham, and Jai Ganesh are also gaining momentum towards becoming hits.
Nevertheless, PVR INOX theater chains have decided not to showcase the movies on their screens, even though they attract a large number of viewers. The absence of Malayalam films from theaters in Kerala and other regions is due to an ongoing dispute between PVR and the Kerala Film Producers Association (KFPA).
PVR INOX’s removal of Malayalam cinema from screens
The conflict between KFPA and PVR INOX arose when the former established a new content-providing company that urged theaters in Kerala to conduct business exclusively through their platform. This led PVR to raise concerns about the practice, resulting in the halt of Malayalam film screenings in Kerala and the removal of dubbed versions in other states.
This not only affects the livelihood of the filmmakers in Kerala but also poses a threat to distributors in other states. According to a report by Hindustan Times, Sashidhar Reddy of Mythri Movies has raised a complaint with the Telugu Film Chamber of Commerce as the PVR INOX has prevented the screening of Manjummel Boys’ Telugu version.
Meanwhile, Kamal Gianchandani the CEO of PVR Pictures Limited also put out a statement earlier where he said, “Our newly inaugurated 9-screen cinema, PVR FORUM Kochi, has been adviced by the Association to source Malayalam movie content exclusively through one channel.” He also called this practice “anti-competitive in nature” and said it is prohibited.
Malayalam cinema in 2024
The success of Malayalam cinema this year has been on cloud 9 since the very start. Since the month of February, various films like Bramayugam, Premalu, Manjummel Boys, and Aadujeevitham have all become massive hits in theaters, owing to the making and content of the film.
Currently, the latest Vishu-Eid releases, including Aavesham, Varshangalkku Shesham, and Jai Ganesh, have proven to be highly successful, garnering positive reviews. The Malayalam film industry is anticipated to continue its success in the coming months, with several promising films scheduled for release.
ALSO READ: 4 South-Indian movies releasing on April 11; from Aavesham to Varshangalkku Shesham
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