How A Phone Call From MA Yusuff Ali Helped Malayalam Movies
Ajay Bijli, the managing director of PVR INOX Ltd, received a phone call from London one day ago which paved the way to end an industry dispute between Malayalam film producers and the multiplex movie exhibition player. The person on the other end was MA Yusuff Ali, chairman and managing director of Lulu International. “For Malayalees, Vishu is so important… don’t deny them their entertainment,” the voice from the other side told Mr Bijli.
Then there was a video call between the stakeholders and the dispute was resolved which will now allow Malayalam movies to be screened on PVR theatres across the country. Reports said Mr Yusuff Ali, who has a clout among Indian businessman used his contacts to persuade PVR to revoke their decision to not to play Malayalam movies after a dispute over Virtual Print Fee (VPF).
Several rounds of discussions with the concerned parties were held, but no positive results were yielded, it was then B Unnikrishan, the general secretary of FEFKA, an organisation Malayalam movie employees, wrote to Mr Yusuff Ali for his intervention in the matter.
According to the Kerala Film Producers, the tiff began after PVR INOX refused to accept their service provider PDC, which was started two years ago. PVR and INOX’s drastic decision stems from the ongoing dispute between Malayalam filmmakers and theatre owners over the Virtual Print Fee (VPF). This fee is paid to service providers such as QUBE for screening films in multiplexes. The Kerala producers have opposed these fees arguing that they significantly diminish the profits.
The recent decision taken by PVR INOX to ban the screening of Malayalam films was seen as a huge blow to the recent Malayalam releases as the Mollywood industry was currently brimming with success with several back-to-back hits. The move came amidst the release of the new Mollywood movies ‘Avesham’ and ‘Varshangalkku Shesham’.
The critically acclaimed Prithviraj starrer ‘Aadujeevitham’ was affected the most. The movie which was released earlier has been running successfully in the theatres expecting to crash box office records after Eid. Renowned Indian film director and screenwriter Blessy, also the director of Aadujeevitham, was set to stage a protest in front of PVR Lulu, Kochi against the ban.
While speaking about the ban, Director Blessy commented that they have almost one and a half crore per day loss as of yesterday. He further added that if they had known about the strike earlier, they would have not released the film now.
The Kerala Film Producers Association (KFPA) has initiated a new content-providing company, urging theatres in Kerala to procure films through this newly established venture.
