Explained: PVR-INOX to Now Screen Malayalam Films Following Tiff With Producers

PVR-INOX has ceased its decision to not screen any Malayalam films following a tiff with the Kerala Film Producers’ Association (KFPA) over the issue of content sharing.

Amid the dispute, on 13 April, the Film Employees Federation of Kerala (FEFKA) had reportedly threatened to stage protests against the company’s multiplexes until the management compensated for the loss incurred after it pulled out new Malayalam releases like Fahadh Faasil’s Aavesham, Vineeth Sreenivasan’s Varshangalkku Shesham, and Unni Mukundan’s Jai Ganesh, from its theatres.

What were the disagreements between PVR and the producers’ association? What’s FEFKA’s role in this? Here’s all you need to know about the controversy:

Explained: PVR-INOX to Now Screen Malayalam Films Following Tiff With Producers

  1. 1. Film Exhibition in the Digital Era

    Before we get into the dispute between the PVR group and the producers’ union, it’s important to understand how film exhibition works in the digital era. Unlike earlier, when film reels were used for projection in theatres, producers now use virtual prints to digitally project their films.

    • This requires a technology and system to ensure seamless sharing without piracy issues.

    • Content sharing companies or service providers like QUBE, TRS, Sony, and UFO provide encrypted, high-quality films that can be easily accessible through satellite, server, or hard disks.

    • These films are protected, encrypted, and accessible through a key that works only for a limited time.

    • For this, producers have to pay a virtual print fee.

    But, what’s a Virtual Print Fee (VPF)?

    The Virtual Print Fee (VPF) is a subsidy paid by film distributors to film exhibitors for purchasing projection equipment for digital cinema. This fee is paid per movie booking to match the savings from not shipping a film print and redistribute the savings realized by studios using digital distribution instead of film print distribution.

    The producers’ council and the PVR INOX group had disagreements over the cost of VPF.

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  2. 2. Dispute Between PVR INOX & KFPA

    Two years ago, the KFPA launched a facility called the Producers Digital Cinema (PDC) to avoid the high fees charged by existing service providers like QUBE, UFO, and Sony, which negatively impact the producers’ revenue. PDC, on the other hand, charges reasonable fees for the service, benefiting them.

    Although the association has been attempting to reach several theatres to use their technology, large multiplexes like PVR-INOX, which have contracts with existing service providers, are unable to work with them.

    According to reports, the dispute escalated when the newly-opened PVR-INOX theatre at Kochi’s Forum Mall refused to use PDC, citing a contract with QUBE.

    The multiplex chain stopped screening Malayalam films across the country after the KFPA stuck to its position that their content should be released at the screens in Forum Mall at a low VPF using the films mastered at the PDC.

    In an interview with The Indian Express, Subramanian, aka Evershine Mani, the Secretary of the Film Distribution Association of Kerala, criticized the PVR INOX group for stopping the screening of Malayalam films, and explained how service providers like QUBE, UFO and Sony charge exorbitant fees (VPF) from producers for virtual print services for theatres and multiplexes.

    “For one week, they charge Rs 11,500. If it is for multiplexes with four or five screens, they charge Rs 24,500. For one show, Rs 450… like that, they have many schemes,” he told the publication.

    “We started our own content mastering unit two years back called PDC. Gradually, we are asking all theatres to change to our content mastering scheme because our charges are just Rs 3500 per week, Rs 5500 for a lifetime, and in multiplexes, it will be Rs 7500. This will hugely benefit the producers, who are already losing money while making the film and distributing it.”

    Subramanian added.

    In addition to new releases, the multiplex chain also pulled out running Malayalam hits like Blessy’s Aadujeevitham, AD Girish’s Premalu, Mammootty’s Brahmayugam, and Chidambaram’s Manjummal Boys from its theatres. Moreover, the company has also stopped showing dubbed Malayalam movies.

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  3. 3. PVR-INOX’S Statement Amid Tiff

    Amid the dispute, Kamal Gianchandani, the CEO of PVR-INOX, had claimed that the KFPA is forcing them to opt for PDC, which he believes is against the law and is prohibitive under it.

    Gianchandani released an official statement on X (formerly Twitter) on 11 April, which said, “At the outset, we would like to express our sincere appreciation to all our Producer and Distributor friends in Malayalam Film Industry for their unwavering support for the theatrical platform and their significant contribution to the revival of theatres post Covid-19. No one holds greater respect for all the Producers releasing their films in our theatres than all of us at PVRINOX.”

    The statement also addressed the issue with the newly-launched PVR-INOX theatre in Kochi. “Our cinemas have been advised by the Association to source Malayalam movie content exclusively through one channel i.e. through the content mastering and distribution network run by the association. Such an action of forcing an exhibitor to procure content from only one source is anticompetitive in nature and prohibited under the law. As a law-abiding member of Indian Film Industry, we are unable to comply with this advice,” it further read.

    Have a look at it here:

    Expand

  4. 4. KFPA to Hold Talks With PVR-INOX

    According to The Hindu, KFPA secretary B Rakesh announced that PVR INOX will resume screening Malayalam movies and is ready to hold talks within a week to resolve the pending issues.

    In continuation of the report, FEFKA’s general secretary B Unnikrishnan also expressed his gratitude to MA Yusuff Ali, chairman of the Lulu Group, who intervened to resolve the deadlock as the multiplex player has multiple screens in Thiruvananthapuram and Kochi.

    As per The Hindu, filmmaker Blessy said that FEFKA’s intervention was crucial in resolving the conflict, as the FEFKA suffered considerable loss after their films were pulled out from PVR’s screens.

    He added that a planned protest in front of PVR Cinemas in Lulu Mall was called off following the truce.

    (With inputs from The Indian Express, The Hindu, and The Telegraph.

    Expand

Film Exhibition in the Digital Era

Before we get into the dispute between the PVR group and the producers’ union, it’s important to understand how film exhibition works in the digital era. Unlike earlier, when film reels were used for projection in theatres, producers now use virtual prints to digitally project their films.

  • This requires a technology and system to ensure seamless sharing without piracy issues.

  • Content sharing companies or service providers like QUBE, TRS, Sony, and UFO provide encrypted, high-quality films that can be easily accessible through satellite, server, or hard disks.

  • These films are protected, encrypted, and accessible through a key that works only for a limited time.

  • For this, producers have to pay a virtual print fee.

But, what’s a Virtual Print Fee (VPF)?

The Virtual Print Fee (VPF) is a subsidy paid by film distributors to film exhibitors for purchasing projection equipment for digital cinema. This fee is paid per movie booking to match the savings from not shipping a film print and redistribute the savings realized by studios using digital distribution instead of film print distribution.

The producers’ council and the PVR INOX group had disagreements over the cost of VPF.

Dispute Between PVR INOX & KFPA

Two years ago, the KFPA launched a facility called the Producers Digital Cinema (PDC) to avoid the high fees charged by existing service providers like QUBE, UFO, and Sony, which negatively impact the producers’ revenue. PDC, on the other hand, charges reasonable fees for the service, benefiting them.

Although the association has been attempting to reach several theatres to use their technology, large multiplexes like PVR-INOX, which have contracts with existing service providers, are unable to work with them.

According to reports, the dispute escalated when the newly-opened PVR-INOX theatre at Kochi’s Forum Mall refused to use PDC, citing a contract with QUBE.

The multiplex chain stopped screening Malayalam films across the country after the KFPA stuck to its position that their content should be released at the screens in Forum Mall at a low VPF using the films mastered at the PDC.

In an interview with The Indian Express, Subramanian, aka Evershine Mani, the Secretary of the Film Distribution Association of Kerala, criticized the PVR INOX group for stopping the screening of Malayalam films, and explained how service providers like QUBE, UFO and Sony charge exorbitant fees (VPF) from producers for virtual print services for theatres and multiplexes.

“For one week, they charge Rs 11,500. If it is for multiplexes with four or five screens, they charge Rs 24,500. For one show, Rs 450… like that, they have many schemes,” he told the publication.

“We started our own content mastering unit two years back called PDC. Gradually, we are asking all theatres to change to our content mastering scheme because our charges are just Rs 3500 per week, Rs 5500 for a lifetime, and in multiplexes, it will be Rs 7500. This will hugely benefit the producers, who are already losing money while making the film and distributing it.”

Subramanian added.

In addition to new releases, the multiplex chain also pulled out running Malayalam hits like Blessy’s Aadujeevitham, AD Girish’s Premalu, Mammootty’s Brahmayugam, and Chidambaram’s Manjummal Boys from its theatres. Moreover, the company has also stopped showing dubbed Malayalam movies.

PVR-INOX’S Statement Amid Tiff

Amid the dispute, Kamal Gianchandani, the CEO of PVR-INOX, had claimed that the KFPA is forcing them to opt for PDC, which he believes is against the law and is prohibitive under it.

Gianchandani released an official statement on X (formerly Twitter) on 11 April, which said, “At the outset, we would like to express our sincere appreciation to all our Producer and Distributor friends in Malayalam Film Industry for their unwavering support for the theatrical platform and their significant contribution to the revival of theatres post Covid-19. No one holds greater respect for all the Producers releasing their films in our theatres than all of us at PVRINOX.”

The statement also addressed the issue with the newly-launched PVR-INOX theatre in Kochi. “Our cinemas have been advised by the Association to source Malayalam movie content exclusively through one channel i.e. through the content mastering and distribution network run by the association. Such an action of forcing an exhibitor to procure content from only one source is anticompetitive in nature and prohibited under the law. As a law-abiding member of Indian Film Industry, we are unable to comply with this advice,” it further read.

Have a look at it here:

KFPA to Hold Talks With PVR-INOX

According to The Hindu, KFPA secretary B Rakesh announced that PVR INOX will resume screening Malayalam movies and is ready to hold talks within a week to resolve the pending issues.

In continuation of the report, FEFKA’s general secretary B Unnikrishnan also expressed his gratitude to MA Yusuff Ali, chairman of the Lulu Group, who intervened to resolve the deadlock as the multiplex player has multiple screens in Thiruvananthapuram and Kochi.

As per The Hindu, filmmaker Blessy said that FEFKA’s intervention was crucial in resolving the conflict, as the FEFKA suffered considerable loss after their films were pulled out from PVR’s screens.

He added that a planned protest in front of PVR Cinemas in Lulu Mall was called off following the truce.

(With inputs from The Indian Express, The Hindu, and The Telegraph.

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Blessy’s ‘Aadujeevitham’ Wants to Stay True to Human Suffering But Misses a Mark

Benyamin’s novel Aadujeevitham or Goat Days may be many things. But this particular line is the crux of Blessy’s interpretation of the novel that we see on screen as the movie AadujeevithamThe Goat Life. The will of a broken shell of a man to somehow survive against all odds.

While Benyamin’s Goat Days traverses into its protagonist Najeeb’s inner turmoil – and his unique spiritual awakening – Blessy’s The Goat Life flushes out his more visible hardships and his great escape from captivity.

A migrant worker from Kerala, Najeeb, like many others from the state, lands in Saudi Arabia in the year 1992, in the hopes of building a better life for himself and his family. An Arab, pretending to be their employer, takes Najeeb and his co-traveller Hakkim from the airport to the rural interiors of the country to work in a goat farm in the middle of the desert.

What awaits Najeeb is the most harrowing experience any human would ever go through – from being enslaved in a desert with hardly any food or water and being tortured at regular intervals by the person in charge of the farm, to having no contact with the outside world, and with nothing but the haunting vastness of the desert surrounding him.

Benyamin’s ‘Goat Days’ goes on to explore the spiritual connect of a helpless man in such a situation, the bond he forges with the goats – the way he calls them the names of his kin from back home – flashes of his Stockholm Syndrome, and his eventual, unbelievable escape from captivity.

The book is difficult to be adapted into a movie. No wonder then that director Blessy saw it to fruition only after 16 years. There were many hurdles – including the world shutting down due to COVID-19 when the crew was shooting in a desert in Jordan.

The Physical Aspect of Survival

The film AadujeevithamThe Goat Life opens with a stony, lifeless stare of an emaciated Najeeb. He looks up after drinking from the goats’ water trough.

He is one among the goats – and he is unrecognisable. He would be alive for as long as he would serve his purpose for the person who “owns” him, just like the goats. This is one instance in the movie that invokes pathos like no other, where the lines of existence between Najeeb and the goats are blurred.

The first half of the film establishes how Najeeb finds himself in this dire situation with flashbacks of home, his mother, and wife who is in the early stages of her pregnancy. Despite slight clichés, these flashes are seamlessly weaved into the narrative.

From there, one can choose from the varied dimensions that the book holds, but if one is to chase behind all those dimensions, the end product could be all over the place. Perhaps, it is because of this very reason that Blessy seems to have taken the visible, physical aspect of Najeeb’s story and has used it as a tool to narrate a survival drama.

When the story is being told from that narrative, Prithviraj Sukumaran becomes an apt choice to portray Najeeb, for his strength clearly lies in encapsulating the essence of Najeeb’s plight physically, rather than tapping into its psychological core.

The effort and time that Prithviraj has put into this is laudable. It also reflects how big a phenomenon the book Goat Days is in the literary landscape of Kerala – and how the role of Najeeb could be the role of a lifetime for any actor.

This could easily be the career-best performance of Prithviraj, along with his role as Joshua Thomas from the movie Koode.

A shot from the movie ‘Aadujeevitham – The Goat Life’, featuring Prithviraj Sukumaran as Najeeb.

The Escape Sequence

Most of the second half of the film etches out the escape of Najeeb and Hakkim, guided by the latter’s friend Ibrahim, played by the Haitian actor, Jimmy Jean Louis. As Hakkim introduces Ibrahim to Najeeb, he says Ibrahim knows his way around the desert, and that perhaps he is godsent, like how God has sent Musa Nabi to guide people.

This is something that stays with the audience and is emphasised further in the way the director places Ibrahim in the following scenes, with a slightly god-like aura, if one cares to take a closer look. This, combined with the remarkable performance and screen presence of Jimmy Jean Louis, was a great tether to hook the audience to the otherwise tiresome and uncomfortable ordeal of the escape sequence.

The debutant actor, KR Gokul, who played Hakkim, too, has delivered a stunning performance with great restraint, especially when his character spirals into delirium. He has effortlessly held his space against the seasoned actors whom he shares screen space with.

Amala Paul as Sainu – Najeeb’s wife – appears in the flashbacks and in songs but has little to perform. While she fits into the role visually, the dialogue delivery feels quite other-worldly for a woman who has lived in a little village in Kerala.

The music by AR Rahman seems generic at best and has nothing to write home about, maybe except for the track ‘Periyone Rahmane’. Sunil KS’s camera, along with Resuul Pookutty’s sound design has done justice in providing a near-immersive experience for the audience in the desert sequences, which constitute more than three-fourths of film.

The visuals in Kerala were shot by KU Mohanan – and they have been blended in seamlessly. The CGI falters slightly in places but doesn’t stick out like a sore thumb. Ranjith Ambady and the makeup department need a special mention for their flawless job of transforming Prithviraj and Hakkim.

Where the Film Falters

In terms of its scale, The Goat Life may be the biggest movie Blessy has done yet as a director; despite that, his former outings such as Thanmathra, Kazhcha, and Pranayam had an emotional core that resonated deep within the audience, which The Goat Life lacks. This might be the case, because Benyamin’s Goat Days is a book that is layered and spiritual, and so widely read and interpreted that nothing would sate the readers as much as their interpretations of this book.

The sequence where the sponsors come to get the workers who have fled from them could easily be one of the most haunting episodes in the book, where a runaway worker’s trauma would trigger him to scream in agony at the sight of his “owner” even before the owner recognises him in the line-up.

The juxtaposition of human cruelty and vulnerability in the same page – and the emotions it evokes in readers – was one of the high points in the book. However, the portrayal of this strong, moving sequence somehow fell flat in the movie.

Protagonist Najeeb, who goes by the name Shukoor, in real life.

Then again, there is the question of how much human suffering one can watch. Or did the scenes preceding this desensitise the viewers so much that they’ve checked out emotionally by then?

Having said that, Blessy’s The Goat Life too has carved its own niche among the blockbusters Malayalam has produced this year, and it is highly appreciated that a small industry like Malayalam is bold enough to take up grand projects like these and execute it far better than most of the industries in sensible, convincing, and palatable ways.

The Controversial ‘Goat Days’

While at the topic of human suffering, it would be a massive oversight not to address the controversies surrounding both Benyamin’s work as well as the ‘parading’ of the person on whom the book was based – Najeeb – for the promotional activities of the movie. It has even come to the fore that Najeeb, in real life, primarily goes by the name Shukoor.

Benyamin’s Goat Days, from its early days, has been at the receiving end of the criticism that it has adopted elements from Mohammed Asad’s The Road to Mecca, but the author claims in the book that he has taken bare minimum creative liberties while telling Najeeb’s story because his lived experience itself is stranger than fiction.

While Shukoor alias Najeeb, in his interviews, uncomfortably and squirmingly recount the experiences he has been through, answering the intrusive questions he is asked, he also negates a few of the accounts described in the book.

The author has now come out and defended his book as a work of fiction with only about 30 percent of it being from the experiences of Shukoor. Whatever it may be, the blatant commodification of a man’s suffering and the insensitive manner is almost as hard to watch as a few sequences in the movie.

(Meenakshi Sajeev is a writer, published poet, and corporate communications consultant based out of Bengaluru. She has worked with the UN Environment and is currently with IBM. This is an opinion piece and the views expressed are the author’s own. The Quint neither endorses nor is responsible for them.)

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Malayalam films to look forward to in 2024: ‘Aattam’ and ‘Malaikottai Vaaliban’ to ‘Bramayugam’

Promos from ‘Aattam’, ‘Malaikottai Vaaliban’, ‘Bramayugam’

The year gone by, 2023, was quite an unprecedented year for Malayalam cinema with a record number of theatrical releases, but only a few of them managed to bring the masses to the theatres. By all indications, 2024 may well have a different script in store for the industry with a slew of much-hyped, big ticket releases lined up all through the year. But, more than the young and upcoming stars, it is the established superstars who seem to be having some of the exciting projects in their kitty. Some of them seem to have decided to reinvent themselves, going by the kind of films they have signed up for.

Here is a quick look at some of the Malayalam titles to look forward to in 2024 —

Aattam

‘Aattam’

‘Aattam’

On the first Friday of the year arrives Anand Ekarshi’s debut film Aattam, one of the much awaited films of the year, which garnered rave reviews during its sojourn across the film festival circuit. Zarin Shihab, Vinay Forrt, Kalabhavan Shajon and a host of talented actors star in this film set around a drama troupe, within which a scandal explodes, as the lone female member in the group contends with bruised egos and internal politics.

Also Read | Pan-India cinema trends to expect in 2024: Usage of AI, robust box office, new experiments, and more

Abraham Ozler

A still from ‘Abraham Ozler’

A still from ‘Abraham Ozler’

Actor Jayaram seems to be aiming at a makeover in this film directed by Midhun Manuel Thomas, who previously made the acclaimed thriller Anjaam Paathira and the Aadu series. From the trailers, Ozler, the titular character, appears to be a detective who is suffering from insomnia. The rumours of Mammootty appearing in a cameo in the film have heightened after the release of the trailer.

Malaikottai Vaaliban

Malaikottai Vaaliban

Malaikottai Vaaliban

Lijo Jose Pellissery’s first collaboration with Mohanlal is said to be a period action film. As the hype has been building up ever since its announcement, quite a lot of rumours are floating around, especially the one about Mohanlal playing a wrestler in the film. But, the makers have remained rather tight-lipped about the film. A song from the movie Punnara Kattile Poovanatthil composed by Prashant Pillai, which was recently released, has garnered a lot of praise. The film also stars Sonalee Kulkarni, comedian and actor Danish Sait, Manikandan R. Achari and others.

Bramayugam

Bramayugam

Bramayugam

Mammootty experimenting with a wide variety of roles in the new phase of his career has ceased to be news anymore, but two Bramayugam posters released months apart became all the rage on social media, with the actor’s menacing presence becoming the talk of the town. That the film is being directed by Rahul Sadasivan who made the much talked about Bhoothakaalam has increased expectations around it.

Aadujeevitham

A still from ‘Aadujeevitham’

A still from ‘Aadujeevitham’

Benyamin’s Aadujeevitham, based on the real life story of a man who was forced into slave labour in an Arab country, happens to be one of the most widely read books in Malayalam in recent years. Filmmaker Blessy’s project planned on a wider canvas has been in the works for quite some years. Actor Prithviraj has undergone a major physical transformation for the lead role for the film. A.R. Rahman has scored the music for the film.

Aavesham

A poster for ‘Aavesham’

A poster for ‘Aavesham’

Jithu Madhavan had quite a debut with Romancham, one of the biggest hits of 2022. Along with some top-notch comic performances from the entire cast, everything worked like a charm in this horror comedy. Aavesham is supposedly a spin-off from the film. The first poster of the film, featuring Fahadh Faasil, has added to the hype. It remains to be seen whether the rest of the cast from Romacham will also be part of Aavesham.

Also Read | The best Malayalam films of 2023: ‘Kaathal’ and ‘RDX’ to ‘O.Baby’ and ‘Romancham’

Barroz

A poster for ‘Barroz’

A poster for ‘Barroz’

Mohanlal’s directorial debut has been in the works for some time, with screenwriter Jijo Punnoose’s exit from the project citing changes to the script stirring up a controversy. But now the 3D film seems to be finally getting ready for a release. On New Year’s Day, Mohanlal released the poster of the film, with him on a hollow horse and wielding a sword. The actor is supposedly playing a 400-year-old spirit assigned to guard a treasure.

Ajayante Randam Moshanam

A still from ‘Ajayante Randam Moshanam’

A still from ‘Ajayante Randam Moshanam’

It is rare for a directorial debut to garner as much attention as Ajayante Randam Moshanam has. Jithin Laal has been working on his debut film with Tovino Thomas in the lead for quite some years. The initial promos suggest that the film could be a mix of folk and fantasy elements. The director seems to have envisioned it on a grand scale, with an eye on the markets outside Kerala too, and the film will have a release in multiple languages. Telugu actor Krithi Shetty will be making her debut in Malayalam with the film.

Varshangalkku Shesham

A poster for ‘Varshangalkku Shesham’

A poster for ‘Varshangalkku Shesham’

After the hit Hridayam, Vineeth Sreenivasan is back with the lead pair from that film – Pranav Mohanlal and Kalyani Priyadarshan – inVarshangalkku Shesham, which also features an ensemble cast that includes the director himself, Nivin Pauly, Dhyan Sreenivasan, Aju Varghese, Basil Joseph, Neeraj Madhav, Neeta Pillai, Arjun Lal, Nikhil Nair, and Shaan Rahman. Indie artist Amrit Ramnath, son of veteran singer Bombay Jayashri, is turning composer for the film.

Sureshinteyum Sumalathayudeyum Hridayahariyaya Pranayakatha

Kunchacko Boban from the sets of ‘Sureshinteyum Sumalathayudeyum Hridayahariyaya Pranayakatha’; the film’s poster

Kunchacko Boban from the sets of ‘Sureshinteyum Sumalathayudeyum Hridayahariyaya Pranayakatha’; the film’s poster
| Photo Credit:
@rajeshmadhavan/Instagram

Ratheesh Balakrishnan Poduval’s Nna Thaan Case Kodu was one of the major hits of 2022. The film also managed to scoop up several State Film Awards. Sureshinteyum Sumalathayudeyum…is a spin off of the film, with Sureshan and Sumalatha (the hugely popular characters played by Rajesh Madhavan and Chithra) taking the centrestage. Kunchacko Boban, the lead actor of Nna Thaan Case Kodu, will also be reprising his role of Kozhummal Rajeevan.

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