Exclusive: Single Salma Releases VPF-Free at PVR Inox; Star Studio18’s ‘Avatar’ Card with Cinepolis and Miraculous Gujarati Hit Laalo Gets VPF-Waiver
On Thursday, October 30, Bollywood Hungama exclusively reported that after Jolly LLB 3, Star Studio18 once again found itself in a tiff with national multiplex chains over the payment of Virtual Print Fee (VPF). This time, the dispute was over their latest release, Single Salma, starring Huma Qureshi.
Here’s an update on what transpired after the article was published.
VPF-Free Release of Single Salma at PVR Inox
A trade source shared, “Discussions between Star Studio18 and multiplex chains went on till late Thursday night. Star Studio18 reiterated their agreement with the multiplexes that VPF would be paid only until 2024. While they paid VPF under protest at the last minute for Jolly LLB 3, they made it clear they would not follow the same for Single Salma.
“Previously, PVR Inox had reacted strongly by suspending advance bookings for Jolly LLB 3. However, this time they chose not to object due to an ongoing investigation by the Competition Commission of India (CCI). As a result, Single Salma released in PVR Inox properties without VPF — a rare feat for a Hindi film.”
On September 30, 2025, CCI ordered an investigation against PVR INOX Limited for allegedly abusing its dominant position by continuing to levy VPF on film producers. The commission directed its Director General to conduct a detailed probe into PVR’s practices and submit a report within 90 days.
Star Studio18’s ‘Avatar’ Strategy with Cinepolis
On the other hand, Cinepolis, one of the major national multiplex chains, refused to release Single Salma without VPF. To counter this, Star Studio18 played their trump card — the upcoming Hollywood blockbuster Avatar: Fire And Ash, scheduled for release on December 19.
They informed Cinepolis that if Single Salma was not released in their properties, Star Studio18 would release Avatar: Fire And Ash exclusively at Cinepolis but only if the chain agreed to pay them 65% of the revenue. This revenue share is significantly higher than the standard first-week producer revenue share of around 52.5%.
Despite the tempting offer, Cinepolis did not budge, possibly hoping for a resolution on the dispute by the time Avatar: Fire And Ash releases. Consequently, Single Salma was released at PVR Inox but not in Cinepolis.
How Gujarati Film Laalo Secured a VPF-Free Release
Even regional films typically have to pay VPF, but one Gujarati film, Laalo Krishna Sada Sahaayate, secured a VPF-free release. The film was released on October 10, during the quiet pre-Diwali period, starring relatively new faces and initially receiving little attention.
However, in an unexpected turn, word of mouth began spreading after nearly two weeks, attracting increasing audiences. Social media videos showed viewers dancing and celebrating during screenings. The film hit record-breaking attendance in Gujarat, with Rajhans Cinema in Precia, Surat, planning to screen 20 shows a day from November 3. Many other cinemas were playing more than 10 shows daily, underscoring the film’s rising demand.
Made on a modest budget of just Rs. 50 lakhs, Laalo is now projected to earn Rs. 5 crores or more, performing well even in Mumbai.
A Gujarati industry insider revealed, “Initially, distributor Rupam Entertainment requested multiplexes to showcase Laalo, but due to lack of buzz, many theatres declined. When demand surged, theatres approached the distributor eagerly for the print. Seeing their advantage, the distributor set two conditions for exhibition:
- He would be paid first-week revenue terms, guaranteeing a higher percentage.
- The producer would not pay VPF.
While multiplexes agreed to the revenue terms, they hesitated over waiving VPF. However, understanding the risk of losing out on a guaranteed hit, the theatres acceded to both demands.”
Conclusion
Both cases — Single Salma’s VPF-free release at PVR Inox and the VPF waiver for Laalo — strengthen the position of film producers advocating the abolition of VPF. The industry and trade now await further developments on this front.
Also Read: Huma Qureshi Calls Out Lack of Shows for Her Film Single Salma
