Single Salma Releases VPF-Free at PVR Inox; Star Studio18 Plays ‘Avatar’ Card with Cinepolis; Gujarati Hit Laalo Gets VPF Waiver for THIS Reason

Ziya Khan 6 days agoLast Updated: November 3, 2025

On October 30, Bollywood Hungama reported exclusively that Star Studio18, after its earlier dispute with multiplex chains over Virtual Print Fee (VPF) for Jolly LLB 3, faced a similar standoff for their latest release Single Salma, starring Huma Qureshi. Here’s what unfolded after that report.

A trade insider revealed that negotiations continued late into Thursday night. Star Studio18 reminded multiplex chains of their agreement to pay VPF only until 2024. While they reluctantly paid VPF for Jolly LLB 3, they firmly refused to do so for Single Salma. Unlike last time, PVR Inox did not object or suspend advance bookings, likely due to the ongoing Competition Commission of India (CCI) investigation into PVR’s VPF practices.

Consequently, Single Salma released at PVR Inox without VPF—a rare feat for a Hindi film. The CCI had initiated an investigation on September 30, 2025, into PVR INOX Limited for allegedly abusing its dominant position by continuing to charge VPF from producers. The probe is expected to conclude within 90 days.

Meanwhile, Cinepolis, another major multiplex chain, refused to release Single Salma without VPF. Star Studio18 countered by leveraging their upcoming big-budget Hollywood release Avatar: Fire And Ash, scheduled for December 19.

They offered Cinepolis an unprecedented 65% revenue share—well above the usual 52.5% first-week share—if Cinepolis agreed to release Avatar exclusively. Cinepolis held firm, possibly hoping the VPF issue would be resolved by then. This standoff meant Single Salma was released at PVR Inox but not at Cinepolis.

How Gujarati Film Laalo Secured a VPF-Free Release?

Regional films also face VPF charges, but the Gujarati film Laalo – Krishna Sada Sahaayate managed a VPF waiver. Released on October 10 during a quiet pre-Diwali period with little initial buzz and new faces, Laalo struggled to attract audiences at first. However, word of mouth sparked a remarkable turnaround, with packed shows and enthusiastic viewers celebrating in cinemas.

Demand surged so much that Rajhans Cinema in Surat scheduled a record 20 shows daily starting November 3, with many other Gujarat cinemas increasing show counts. Made on a modest budget of ₹50 lakhs, Laalo is now poised to earn ₹5 crores or more.

An industry insider explained that initially, distributors Rupam Entertainment faced rejection from multiplexes due to low buzz. But as demand exploded, cinemas scrambled to secure the film’s print. The distributor negotiated two conditions: a higher revenue share for the first week and a VPF waiver to ease the producer’s financial burden. Multiplexes agreed, recognizing the guaranteed sold-out shows.