Members of the public were confused whether Jolly LL.B 3 was releasing this week or not. Although plans for the film opened in time, the advance booking was stopped for a few hours on September 17. The bone of contention was the VPF (Virtual Print Fee) charge which exhibitors charge distributors.
Star Studio18 (Viacom) has a deal with PVR Inox, under which the sunset clause is in play. Taking advantage of this clause, it made it clear to the national multiplex chain that it would not pay VPF charges for its Jolly LL.B 3. However, this was not acceptable to the chain because according to PVR Inox, the sunset clause, under which the VPF charges are waived, was applicable to Hollywood films released by Star Studio18 (Viacom) but did not cover Bollywood films. In other words, PVR Inox and Star Studio18 are blaming each other (for the anomaly related to VPF), much like the two heroes (Akshay Kumar and Arshad Warsi) of Jolly LL.B 3 are seen doing in the film’s trailer/teaser/posters.
It may be mentioned here that Hollywood studios are generally exempt from payment of VPF charges but other producers continue to bear this cost started by multiplexes many years ago to cover the cost of digital projection technology. The normal VPF charge comes to a maximum of Rs. 20,000 or thereabouts per cinema property per week. There is no restriction on number of shows or number of screens in the property.
Anyway, the matter was resolved or so it seemed because the advance booking resumed early this morning (September 18). But the tension re-escalated because the booking was stopped by PVR Inox once again before the day came to close.
