Cinema VinesIn a move that has sent ripples through Bollywood’s distribution circles, PVR Inox Pictures has secured the theatrical rights to Dinesh Vijan’s period drama Eetha, starring Shraddha Kapoor, for a reported ₹80 crore. The deal, announced after Jio Studios stepped back as the film’s distributor, positions PVR Inox as the new front‑line partner for the film’s release on 4 December.
Sources close to the negotiation revealed that the rights were sold on an advance basis, a figure that underscores the confidence both Maddock Films and PVR Inox place in Kapoor’s box‑office pull. The agreement also hints at a longer‑term partnership, with PVR Inox eyeing future Maddock projects such as Stree 3, Mahavatar and Shakti Shalini, all of which are slated for release later this year.
According to the trade source, the film’s trailer has been strategically released, and the team believes the movie has the potential to perform strongly, especially in Maharashtra. “The high amount is probably paid because PVR Inox Pictures wishes to develop a relationship with Maddock so they can possibly release their next films too,” the source added, citing the promising slate of upcoming titles.
However, the 4 December release date now faces competition from Salman Khan’s new venture, Maatrubhumi, which Jio Studios has also scheduled for the same day. While the clash is expected to be “civil and respectful,” industry insiders are watching closely to see whether the two releases will cannibalise each other or coexist without significant impact on their respective earnings.
Jio Studios, now confident in its ability to secure a strong release against PVR Inox’s Eetha, has expressed optimism that the date can accommodate both films. The strategic timing reflects the ongoing battle for distribution dominance in a market that continues to reward bold moves and high‑stakes deals.
