On October 21st, Diwali, a competition arises between Ek Deewane Ki Deewaniyat and Thamma, the latter being distributed by PVR INOX in crucial markets. Reports indicate that the distribution head and the exhibition team at PVR INOX are colluding to engage in unfair practices concerning advance bookings for films. This behavior mirrors attempts made last year when PVR INOX distributed Singham Again against Bhool Bhulaiya 3, which were halted after the latter’s team threatened legal action with the Competition Commission of India.
Typically, advance bookings for films at multiplexes have only permitted one screen for each film, whether for major releases like Jawan or Stree 2, with no more than one screen being opened for advance sales four days prior to their release. However, with PVR INOX distributing Thamma, they are allegedly leveraging their influence to allow more screenings for Thamma than for Ek Deewane Ki Deewaniyat. They are reportedly pressuring the latter’s team to comply with this arrangement and are also attempting to persuade the national chain Cinepolis to follow suit. This occurs despite Ek Deewane Ki Deewaniyat gaining significant traction in the Hindi heartland, where many exhibitors are providing it with equal booking opportunities.
Harshvardhan Rane, who has made a name for himself, appears to be facing suppression from the established powers of Maddock Films and PVR INOX, hindering his fair chance to succeed. The team behind Ek Deewane Ki Deewaniyat is contemplating escalating their concerns to the Competition Commission of India or state authorities to contest the perceived unfair treatment from PVR INOX.