PVR Inox Pictures has reportedly acquired the all-India theatrical distribution rights to Shraddha Kapoor’s upcoming biographical drama Eetha on an advance basis, with trade reports on Saturday putting the price tag between Rs. 80 crore and Rs. 90 crore. The deal positions India’s largest multiplex chain to distribute producer Dinesh Vijan and Maddock Films’ period musical directly into a newly announced December 4 box office clash with Salman Khan’s war drama Maatrubhumi.
Citing an unnamed industry insider, Bollywood Hungama reported on November 7 that the distributor closed the agreement at Rs. 80 crore. Earlier trade reports from Pinkvilla on November 1 and NDTV on November 2 pegged the domestic distribution pact slightly higher at Rs. 90 crore. Neither Maddock Films nor PVR Inox Pictures has publicly disclosed the financial terms.
“The rights were bagged by PVR Inox Pictures for a whopping Rs. 80 crores. The deal is said to be on an advance basis,” the trade source told Bollywood Hungama, adding that the sum reflects both companies’ confidence in Kapoor’s star power. Under an advance distribution arrangement, the distributor pays an upfront sum to the producer to secure theatrical rights and recoups that outlay from ticket sales, giving exhibitors and the distributor a heavy financial stake in how many screens and prime showtimes the movie receives on opening weekend.
A longer play for Maddock Films’ upcoming slate
Beyond the December release, the distributor appears to be paying a premium to stay first in line for Dinesh Vijan’s upcoming pipeline. According to Bollywood Hungama’s trade source, PVR Inox Pictures agreed to the steep advance because it wants to build a long-term distribution partnership with Maddock Films and potentially handle the studio’s next major theatrical releases, specifically pointing to the Aneet Padda-led horror comedy Shakti Shalini, Stree 3, and the Vicky Kaushal-fronted mythological drama Mahavatar.
The two companies already have recent box office history together. PVR Inox Pictures previously served as a distributor on Maddock Films’ 2024 blockbuster Stree 2 and its 2025 horror comedy Thamma. Meanwhile, the exhibition giant has been tightening oversight of its big-ticket theatrical advances across Bollywood, including PVR Inox’s legal action over a separate Rs. 100 crore three-film distribution agreement with producer Vashu Bhagnani.
Maddock’s upcoming calendar spans the next two years. Directed by Aditya Sarpotdar, Shakti Shalini shifted from late December 2026 to March 2027 to avoid a holiday collision with Shah Rukh Khan’s King. Kaushal’s Mahavatar is scheduled to begin filming in January 2027, while Stree 3 is slated to start shooting in late 2027 ahead of an August or December 2028 theatrical window.
Inside Eetha and the December 4 screen battle
Directed by Laxman Utekar and produced by Vijan and Utekar under Maddock Films and Kathputli Creations, Eetha stars Kapoor as Eetha Bai (Vithabai), the celebrated Tamasha and Lavani folk performer from Maharashtra. The film also features Randeep Hooda, Mohd. Zeeshan Ayyub, and Siddharth Jadhav, with music composed by the duo Ajay-Atul. As reported by Adgully and Movie Talkies, the producers unveiled the official trailer on October 30.
“Dinesh Vijan and director Laxman Utekar smartly cut the trailer,” the trade source told Bollywood Hungama. “There’s a lot in the film and audiences will only see it on December 4 when Eetha releases in cinemas. Hence, the film could surprise big time, with huge potential to run riot in Maharashtra.”
The biographical musical marks the first collaboration between Kapoor and Utekar after each delivered a Rs. 500 crore grosser for Maddock Films with Stree 2 and Chhaava, respectively. However, Eetha lost its solo release window on Friday, November 6, when Salman Khan and all-India distributor Jio Studios confirmed that Khan’s war drama Maatrubhumi, co-starring Chitrangda Singh and originally announced as Battle Of Galwan, will also open in cinemas on December 4.
That scheduling move came two days after India’s Central Board of Film Certification cleared a 4-minute, 43-second trailer for Maatrubhumi with a U/A 16+ rating on Wednesday, November 4. The twin bookings set up a direct contest for screens and showtimes between PVR Inox Pictures and Jio Studios, though an unnamed source told Bollywood Hungama on Friday that Jio Studios expects a strong rollout against Eetha and noted that December 4 can accommodate two releases. Both Eetha and Maatrubhumi are scheduled to open in theatres on Friday, December 4, 2026.