CCI seeks comments on PVR INOX proposal to end VPF and upfront producer payments

PVR INOX has proposed replacing virtual print fees and upfront producer payments with either per-show exhibition charges or a revenue-share model. The commitments would take effect 120 days after CCI acceptance, with pricing reviewed every three years.

— Source publishedThu, 10 Sept, 2026, 22:43 IST·First seen Thu, 10 Sept, 2026, 23:14 IST·Source Financial Express · BrandWagon

What happened

CCI has sought public comments on PVR INOX’s proposal to end VPF and all upfront producer payments. Producers could instead choose per-show exhibition fees or a

Key facts

  • 120 days
  • Rs 450 per show on standard screens
  • Rs 600 per show on premium screens
  • Rs 250 per show after 60 shows on standard screens
  • Rs 350 per show after 60 shows on premium screens
  • 7.5% maximum reduction in producer net box-office share
  • three-year review cycle
  • October 2026 comment deadline

Why this matters

The proposed producer-payment overhaul may reshape multiplex bargaining power and partnership structures, creating opportunities to reassess distribution alliances, content commitments, and consolidation economics.

What to watch

  • CCI comment deadline, identities of submitting stakeholders and whether producer associations jointly oppose fixed per-show charges.
  • Whether CCI acceptance includes monitoring, non-discrimination, publication or audit requirements.
  • Final choice between per-show fees, revenue share, or a hybrid model, including treatment of regional and small-budget films.
  • Producer revenue-share percentages, minimum guarantees, settlement timing and any caps on exhibition charges.
  • Changes in screen allocation or showtime access for smaller films following implementation.
  • PVR INOX commentary on EBITDA impact, other operating income, film-rental costs and pricing actions in post-implementation earnings calls.
  • PVR INOX is likely to engage major studios, producer bodies and regional distributors to build support for a preferred revenue-share or per-show structure before CCI's final decision.
  • The company may publish standardized rate cards, title-performance thresholds or dispute-resolution mechanisms to demonstrate that the replacement model is transparent and non-discriminatory.
  • Producers may push for differentiated terms for small, regional and non-star-driven films, including lower minimum charges or release-window protections.
  • Rival multiplex chains may reassess their own VPF, marketing-support and settlement practices if CCI establishes an industry benchmark.
  • Studios could accelerate direct negotiations around screen allocation, showtimes and promotional commitments, as the loss of upfront payments increases the importance of opening-weekend execution.