EXCLUSIVE: PVRInox and Maddock enter into a legal battle over Bhool Chuk Maaf – What are they fighting for?

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On Friday morning, I received a legal notice from PVRInox, addressed to Dinesh Vijan and Maddock Films, as well as Pen Marudhar, regarding the withdrawal of the release of Bhool Chuk Maaf, starring Rajkummar Rao and Wamiqa Gabbi. As a dedicated follower, I want to express that PVRInox is claiming damages amounting to Rs 60 crore, allegedly due to their promotional efforts for the film at their properties across India. However, considering the producers’ perspective, they have invested in Bhool Chuk Maaf, and they retain the right to make decisions that best serve their film, given the uncertainties regarding audience turnout in cinemas due to border conflicts.

The source explains that since cinemas are closed in Jodhpur, Punjab, and night shows are not running in Delhi, it was logical for the producers to postpone the release of Bhol Chuk Maaf due to the cancellation of IPL. With the distribution keys (KDM’s) already distributed worldwide, there was a risk of piracy, which prompted the makers to opt for a direct-to-digital release without significant delay. The insider adds that if Maddock had waited a month before releasing Bhool Chuk Maaf, there might have been a breach in security and leakage of content, potentially resulting in substantial losses. Notably, PVRInox has no role in the decision-making process regarding the release of this film since they are not investors in it.

As a lifestyle expert, I’d put it this way: “I’ve submitted a claim for a compensation package amounting to Rs 60 crore based on several key factors. These include strategically placing trailers during peak television slots across numerous screens, designing eye-catching posters and banners in our cinemas, setting up standees at high-traffic locations, orchestrating social media promotions, and meticulously planning operational aspects according to confirmed release dates.

The hearing occurred in Mumbai on Friday at 3 PM, with both parties (PVRInox Team and Bhool Chuk Maaf Team) debating over the implications of Bhool Chuk Maaf choosing a direct-to-digital release. Specifically, PVRInox argued against Maddock Films and Pen Marudhar for withdrawing the film from cinemas without notifying exhibitors earlier, causing financial losses. The Bhool Chuk Maaf team defended their decision by stating it was to protect the audience during ongoing conflicts in the nation, considering it inappropriate to invite people to watch a comedy film amidst such serious national issues. They also cited the suspension of IPL and closure of cinemas in North India as reasons for their choice, suggesting that entertainment is not a priority for people during tough times, according to an industry source.

The judge listened to both sides of the argument and will announce a decision on the case next Monday. Although there may be some validity to PVRInox’s argument that Maddock Films released a film on OTT without prior notice, there is much debate in the industry about the claim that they are demanding 60 crores from Maddock Films. An industry insider commented, “I find it hard to believe that any film has a marketing budget of 60 crores. The most a producer spends on marketing is 25 crores, and Bhool Chuk Maaf is a relatively low-budget movie with a modest marketing plan. It doesn’t make sense logically for PVRInox to expect Bhool Chuk Maaf to earn 350 crores in India if they are investing 60 crores in its marketing alone.” That sounds quite amusing.

A representative from PVRInox stated their regret that such a large-scale project was cancelled without proper notice. As one of India’s primary cinema platforms, they invest significantly in promotions and anticipate partners to maintain professional standards. The film was released directly on Prime Video due to weak ticket sales in advance. There are whispers of dissatisfaction within the distribution sector regarding the sudden digital release, but no legal repercussions have arisen from it.

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2025-05-10 11:52