PVR INOX files a ₹60 crore lawsuit against Maddock Films after the sudden OTT release of Bhool Chuk Maaf. The move, linked to India-Pakistan tensions, raises concerns over theatrical commitments in the streaming era.
In a major development that shook the film industry, PVR Inox has slammed a ₹60 crore lawsuit against Maddock Films for abruptly cancelling the theatrical release of it’s upcoming film, Bhool Chuk Maaf, starring Vicky Kaushal and Sara Ali Khan. The production house aimed for a direct OTT release of the film from May 16. This sudden move has sparked a heated debate. Here’s why..
Why Skip The Screen?
Maddock Films, delivered back to back blockbusters such as Stree 2, Chaava and Skyforce. With its upcoming film, ‘Bhool Chuk Maaf’, it decided to directly opt for an OTT release amidst rising tensions between India-Pakistan. The makers of the film strongly felt that due to the escalating situations, the best route for the film is an OTT release and not a theatrical release.
PVR’s Shocking Response
Clearly, the decision of Maddock Films to skip the theatrical release did not sit well with PVR as the film had already sold 3,000 tickets at PVR Inox and Cinepolis. On the opening day of Bhool Chuk Maaf, it was likely to make a business of ₹4 Crores which now, is in jeopardy! From a legal standpoint, yes this is a Breach of Contract but the Slamming Lawsuit of ₹60 Crores is an exorbitant move out of desperation.
Bhool Chuk NOT Maaf
As per sources, the latest update is that the Bombay High Court has considered PVR’s plea and has placed a restraint on the OTT release of Bhool Chuk Maaf. However, this is a temporary relief for PVR and the Court is yet to decide on the final Order. Having said that, was the legal route the only way out? Maddock Films and PVR have a great professional relationship as the previous blockbusters have proved to be a win-win situation for both. We feel this could have been sorted amicably and mutually without dragging the Court in the picture.
There’s More than Meets the Eye
With the landscape of film distribution and exhibition evolving, there’s a dynamic shift between the theatrical release and digital platforms. PVR’s exorbitant claim reflects a deeper unease and the pressure of maintaining profitability while adapting to a rapidly changing industry. PVR was banking on the film’s potential to generate significant revenue while Maddock Film’s decision would mark losses for PVR.
Final Thoughts
With the rise in digital platforms, we observe a shift in the exhibition of films. While it’s crucial for Maddock Films to have the flexibility of theatrical or OTT release, it’s time to set standards for how release commitments are handled as cinema chains rely heavily on release schedules.
Will the big screen continue to be the default launchpad for Bollywood?
Stay tuned to vibewaale for more updates on PVR vs Maddock.
