PVR Inox Pictures has taken over theatrical distribution of Maddock Films’ period drama Eetha from Jio Studios, paying Rs 80 crore on an advance basis. The switch follows Jio Studios’ exit as distributor a week earlier.
Trade reports had pegged the rights at Rs 90 crore. A source told Bollywood Hungama, “The rights were bagged by PVR Inox Pictures for a whopping Rs. 80 crores. The deal is said to be on an advance basis.”
A premium for the pipeline
The price signals something bigger than a single title. Eetha, directed by Laxman Utekar and produced by Dinesh Vijan, is the entry point to a Maddock slate that includes Shakti Shalini, Stree 3 and Mahavatar. For PVR Inox, the Rs 80 crore outlay is partly a relationship bet.
Advance-basis deals transfer more risk to the distributor: the producer receives the agreed sum upfront, while the distributor must recoup from box-office share. That structure makes the pipeline logic more important. PVR Inox is not buying a guaranteed hit; it is buying an early seat at Maddock’s next three releases.
- Rs 80 crore paid as an advance for theatrical distribution rights.
- December 4 release date, now shared with Salman Khan’s Maatrubhumi.
- Maddock pipeline — Shakti Shalini, Stree 3 and Mahavatar — likely drove the premium.
For exhibitors and film-business teams, this is a distributor buying a slate relationship, not just one opening weekend. The source said PVR Inox “wishes to develop a relationship with Maddock so they can possibly release their next films too.”
The December 4 clash
Eetha had been looking at a solo release date. Salman Khan’s decision to bring Maatrubhumi to December 4 changes that equation. A source told Bollywood Hungama that Jio Studios views the date as large enough for two films and expects a “civil and respectful” clash.
The source also said the Eetha trailer was cut carefully and the film could “surprise big time,” with strong potential in Maharashtra. A period drama and a war saga will now compete for Hindi-speaking multiplex audiences, so screen splits and showcasing become the first visible test of exhibitor confidence.
What to watch
The rights figure is only the starting point. Media planners and distribution teams should track opening-day screen splits, the Maharashtra and Mumbai circuits, and whether advance bookings can support two wide releases on one date.
If both films hold screens, December 4 becomes a test of multiplex capacity rather than a zero-sum fight. If one title loses showcasing early, the Rs 80 crore bet starts looking expensive quickly.
Source: bollywoodHungama.com
