In Mumbai this Diwali on October 21st, a significant confrontation is occurring between Ek Deewana Ki Deewaniyat and Thamma. Thamma is being distributed by PVR INOX in major markets, and there are allegations that their Distribution head and the exhibition team are engaging in unfair practices regarding the advance booking of films. Similar tactics were attempted last year when PVR INOX distributed Singham Again against Bhool Bhulaiya 3, but were curtailed after the Bhool Bhulaiya 3 team threatened to approach the Competition Commission of India.
Typically, advance bookings for films are limited to one screen at each multiplex location, regardless of the film, whether it be Jawan or Stree 2, with no more than one screen opening for advance sales four days ahead of release. However, with Thamma’s distribution, PVR INOX is reportedly leveraging its influence to provide more screenings for Thamma than for Ek Deewana Ki Deewaniyat. They are allegedly pressuring the Ek Deewana Ki Deewaniyat team to accept this arrangement and are also trying to persuade Cinepolis, another national chain, to comply. This is occurring despite the fact that Ek Deewana Ki Deewaniyat is generating significant buzz in the Hindi heartland and other exhibitors are offering it equal access for advance booking.
Harshvardhan Rane, who has worked hard to establish his career, is once again facing challenges from the established system represented by Maddock Films and PVR INOX, which seeks to limit his opportunities. The Ek Deewana Ki Deewaniyat team is reportedly considering escalating the issue to the Competition Commission of India or state governments to contest this perceived unfair treatment by PVR INOX.