On Thursday, October 30, Bollywood Hungama exclusively reported that after *Jolly LLB 3*, Star Studio18 once again found itself in a dispute with national multiplex chains over the payment of the Virtual Print Fee (VPF). This time, the conflict centered around their latest release, *Single Salma*, starring Huma Qureshi. Here’s an update on what happened following our initial report.
### EXCLUSIVE: *Single Salma* Releases VPF-Free at PVR Inox; Star Studio18 Plays ‘Avatar’ Card with Cinepolis
A trade source revealed, “Discussions went on late into Thursday night. Star Studio18 reminded the multiplexes about their existing agreement which stated that VPF would only be paid until 2024. While they paid the VPF under protest at the last minute for *Jolly LLB 3*, they made it clear they would not do the same for *Single Salma*.”
The source added, “Last time, PVR Inox responded strongly, even suspending advance bookings of *Jolly LLB 3*. However, this time PVR Inox did not object as the Competition Commission of India (CCI) is conducting an ongoing investigation. Hence, *Single Salma* was released in PVR Inox theatres without the VPF — a rare feat for a Hindi film.”
On September 30, 2025, the CCI ordered an investigation against PVR INOX Limited for allegedly abusing its dominant position by continuing to levy the VPF on film producers. The CCI has directed its Director General to conduct a detailed probe into PVR’s practices and submit a report within 90 days.
The source continued, “Cinepolis, another major national chain, refused to release *Single Salma* without the VPF. In response, Star Studio18 played their trump card — *Avatar: Fire And Ash*. They warned Cinepolis that if *Single Salma* was not released in their theatres, then the biggest Hollywood film of the year, scheduled for release on December 19, would be released exclusively in Cinepolis but only if the multiplex agreed to pay 65% of the revenue to the producers.”
“This revenue share is significantly higher than the standard first-week share of around 52.5%. Despite the offer, Cinepolis stood firm, possibly hoping that by the time *Avatar: Fire And Ash* releases, a solution to the VPF issue could be reached. This is why *Single Salma* was released at PVR Inox but not at Cinepolis,” the source explained.
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### How *Laalo* Secured a VPF-Free Release
Even regional films generally have to pay VPF, but recently, one Gujarati film managed to screen without paying this fee. *Laalo* (full title: *Laalo Krishna Sada Sahaayate*) was released during the dull pre-Diwali period on October 10. Since the film starred newcomers and had very little initial buzz, it struggled to attract audiences at first.
However, two weeks later, a miraculous and unexpected surge in word-of-mouth brought a flood of moviegoers. Videos on social media captured viewers dancing and celebrating during screenings of *Laalo*. The past weekend turned out to be the film’s best, making it arguably the highest-performing film in Gujarat at the time.
Rajhans Cinema at Precia, Surat, is set to play a record 20 shows per day starting Monday, November 3, while several other cinemas in Gujarat are screening more than 10 shows daily — a testament to the film’s soaring demand. *Laalo*, produced on a modest budget of just Rs. 50 lakhs, is now poised to earn Rs. 5 crores or more, including a strong showing in Mumbai.
A Gujarati industry insider shared, “Initially, the distributor Rupam Entertainment approached multiplexes to screen *Laalo*, but many theatres refused due to the lack of buzz. When demand suddenly spiked, cinema chains scrambled to secure the film’s print.”
The insider added, “The distributor had the upper hand and agreed to supply the film on two conditions: first, the distributor wanted the usual first-week revenue share (which is higher), and second, the producer would not have to pay VPF. The multiplexes agreed to the revenue terms but hesitated on waiving VPF. However, since the film was guaranteeing sold-out shows, the multiplexes accepted both conditions.”
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### Conclusion
Both these cases — *Single Salma*’s VPF-free release at PVR Inox and *Laalo*’s profitable run with a VPF waiver — strengthen the producers’ long-standing demand to end the VPF practice altogether. The industry and trade now await further developments on this front.
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**Also Read:**
[Huma Qureshi calls out lack of shows for her film Single Salma](#)
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**More Pages:**
– [Avatar: Fire and Ash (English) Box Office Collection](#)
– [Avatar: Fire and Ash (English) Movie Review](#)
– [Bollywood News Live Updates](#)
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