Eetha: Jio Studios Exits, PVR INOX Takes Over Distribution in Rs 80 Crore Deal Ahead of December 4 Clash

Eetha has a new distributor, a new reported price — and a new fight. PVR INOX Pictures has taken over the all-India theatrical distribution of Shraddha Kapoor’s biographical drama, after Jio Studios exited the film about a week ago, Bollywood Hungama reports in a scoop published today.

The deal is reported at Rs 80 crore on an advance basis. That figure needs a note of care: Pinkvilla had reported the same agreement at Rs 90 crore on November 1, which Filmverse reported at the time. The number is a reported trade figure, not an official announcement, and the two reports disagree — but both agree on the substance: India’s largest multiplex chain has bet big on a female-led period drama a month before release. Our earlier report of the deal: https://filmverse.in/shraddha-kapoor-eetha-rs-90-crore-pvr-inox-distribution-deal/

The scoop carries a second, longer-term signal. PVR INOX is said to be eyeing a long-term association with producer Dinesh Vijan’s Maddock Films, with future titles named including Stree 3, Mahavatar and Shakti Shalini. That is the exhibitor buying into a slate, not just a single film — and it fits Maddock’s recent run, with Vijan and director Laxman Utekar each coming off Rs 500 crore grossers in Stree 2 and Chhaava.

The timing is what makes this a story rather than a footnote. Eetha lost its solo December 4 release on Friday, when Salman Khan announced at the Maatrubhumi trailer launch that his war drama would open that day too. Bollywood Hungama reports Salman and Jio Studios are strategising the December 4 release against Eetha, with a source quoted as saying Jio is confident of a strong release against the PVR-distributed film and that “the clash will be civil and respectful”. The distribution battle is now a two-exhibitor contest: PVR INOX behind Eetha, Jio Studios behind Maatrubhumi. Our report on Maatrubhumi’s move to December 4: https://filmverse.in/maatrubhumi-release-date-december-4-salman-khan/

For the film itself, the deal is a vote of confidence in an unusual proposition. Eetha stars Kapoor as Vithabai Bhau Mang Narayangaonkar, the celebrated Lavani and Tamasha performer from Maharashtra, with Randeep Hooda, Mohammed Zeeshan Ayyub, Siddharth Jadhav and Nana Patekar in support and music by Ajay-Atul. Utekar has clarified it is not a direct biopic but draws on the book Tamasha: Vithabaichya Ayushyache. The trailer, released on October 30, is playing in theatres with Ramayana from November 5 — a premium launch pad in front of the year’s biggest release.

Watch the official trailer below:

Eetha, directed by Laxman Utekar for Maddock Films and Kathputli Creations, releases in cinemas on December 4, 2026.

Sources: Bollywood Hungama, Pinkvilla — the Rs 80 crore / Rs 90 crore deal figures are reported trade numbers, not official announcements.