What started as a technological change towards which theatre owners/ distributors invested money, has now resulted in a situation where they have become slaves to these corporates. People have to watch 20 minutes of ads to watch a 2-hour film. Not only that, producers have been pushed to a cruel state where they need to pay money to attach their own film's ads with their own films, that too only if these companies will. The distributor association remains neutral that this is an issue between producers and theatre owners.
When a situation arises where producers decide not to be fooled anymore, they should stand together. 70%-80% of films that release a year are produced by new producers, and 90% of them lose their entire investment. For a producer who loses everything, this 3% VPF is nothing. Totally, producers lose more than 40 crores every year due to VPF. Being unable to even make another film, a single producer cannot look at this issue. This is why the producers association has taken a united stand. But one producer's selfishness to release his film regardless of anything else might result in everybody else's loss. For the past 20 years, even though films have been making single-digit profit percentages, films are being made out of love for filmmaking. If self-interest revails, there is doubt that the industry would survive.