In a major development that had sent ripples through the film industry, the temporary hold on advance bookings for the highly-anticipated film Jolly LLB 3 at PVR INOX cinemas has now been resolved. A dispute over Virtual Print Fee (VPF) had stalled bookings for nearly 12 hours, creating a last-minute scare for the film’s producers. However, a source close to the matter confirmed that the issue has been amicably settled, and tickets are now officially available for booking across all properties of the major multiplex chain.
The resolution comes just a day before the film’s theatrical release, ensuring a full-scale opening for the third installment of the beloved courtroom comedy franchise. The film, which brings together Akshay Kumar and Arshad Warsi as the two titular lawyers, is now set for its grand cinematic debut without any distribution hurdles.
A Last-Minute Setback for Jolly LLB 3
The dispute began last week, when advance bookings for Jolly LLB 3 were surprisingly not available on the PVR INOX platform, despite being open on other major cinema chains. Industry sources quickly pointed to a VPF disagreement between the multiplex giant and Viacom18, one of the film’s producers. The disagreement stemmed from a sudden demand for VPF by PVR INOX, despite a long-standing agreement to exempt these fees for Viacom18’s productions. The producers, arguing that the demand was unfair and in breach of contract, reportedly refused to pay. This led to a brief, but tense, standoff.
The temporary halt in bookings created a stir among fans and trade analysts, who worried about the potential impact on the film’s opening day collection. Given that advance sales are a key indicator of a film’s initial performance, the absence of a major exhibitor like PVR INOX could have significantly dented the box office numbers. The quick resolution, however, has provided a sigh of relief for all parties involved, allowing for a smooth and wide-ranging release.
The Core of the Dispute: The VPF Controversy
The conflict over Virtual Print Fee (VPF) is not new to the Indian film industry. VPF is a fee that film distributors and producers pay to exhibitors to help cover the costs of a one-time transition from traditional film prints to digital projection systems. In the early days of digital cinema, this arrangement was beneficial to both sides, as it helped exhibitors upgrade their technology while saving producers the hefty costs of creating and distributing physical film reels.
However, over the years, producers have argued that the cost of these digital projectors has long been recovered and that VPF has become an unnecessary and often burdensome expense. The issue has periodically led to standoffs between production houses and exhibitors, with filmmakers often demanding a waiver of the fee, especially for big-budget projects. The dispute surrounding Jolly LLB 3 is a classic example of this long-standing industry problem, highlighting the need for a long-term, unified solution between all stakeholders.
What This Means for the Film’s Box Office
With the dispute now resolved, all eyes are on the film’s performance. While the temporary hiccup has resulted in a slower-than-expected pace for advance bookings, with reports indicating collections still under the ₹1 crore mark a day before release, trade analysts remain optimistic. As a courtroom comedy-drama, the film belongs to a genre that is not heavily dependent on a massive opening, but rather on positive word-of-mouth.
The film’s success will be largely driven by the audience’s reaction after the first few shows. The strong trailer response and the franchise’s goodwill, coupled with the star power of Akshay Kumar and Arshad Warsi, are expected to draw audiences to the cinemas. A positive review and strong audience word-of-mouth could lead to a significant jump in ticket sales through over-the-counter bookings, turning a slow start into a major weekend win. The return of Saurabh Shukla as the iconic Judge Tripathi further strengthens the film’s appeal. As the clock ticks down to the film’s theatrical release on September 19, all eyes are on whether the two Jollies can successfully battle it out at the box office.
