A recent issue has stirred controversy in the film industry involving the upcoming movie Jolly LLB 3. The producers of the film faced backlash after they initially refused to pay the Virtual Print Fee (VPF), leading to PVR Inox stopping advance bookings for the film, which stars Akshay Kumar and Arshad Warsi. The situation escalated, and although the producers eventually settled the payment, they made it clear they were doing so under protest.
Just a couple of weeks later, the Competition Commission of India (CCI) stepped in. On September 30, 2025, they announced an investigation against PVR Inox, accusing them of misusing their dominant market position by charging the Virtual Print Fee on filmmakers. The CCI’s findings revealed that Viacom 18, the producer of Jolly LLB 3, and Yash Raj Films had secured separate deals with PVR that could have exempted them from paying the VPF for films released in 2025 and beyond.
The Film and Television Producers’ Guild of India explained that these arrangements included “sunset clauses,” which would phase out VPF payments by December 2024 for these major studios. Meanwhile, many smaller and medium-sized producers continue to pay this fee, causing concern about fairness in the industry. The Guild argued that this practice is discriminatory, benefiting a few while leaving others at a disadvantage.
In response, PVR defended its actions. They stated that the sunset clauses for YRF and Viacom were still subject to renegotiation and had not been fully implemented. They claimed these agreements were made to remain competitive, especially as rival exhibitors like Cinepolis were reaching out to the same studios.
The CCI’s investigation has sparked discussions across the film community. Their preliminary findings suggest PVR may have acted unfairly by giving preferential treatment to major studios while smaller producers were still subjected to VPF charges. If the agreements had been put into action, YRF’s upcoming titles, such as Saiyaara and War 2, would have launched without these fees, highlighting the growing need for transparency in the Virtual Print Fee system.
This incident has reignited conversations about equality in the film industry and the need for more balanced practices when it comes to financial obligations like the Virtual Print Fee.
