EXCLUSIVE: Thamma vs Ek Deewane Ki Deewaniyat screen-sharing battle begins; makers of Ayushmann Khurrana-starrer demand ALL shows in single and two-screen cinemas : Bollywood News
The highly anticipated Diwali releases, Thamma And Ek Deewane Ki Deewaniyatare only days away, and the enthusiasm from business, industry and the public is palpable. As with every big festive shock, the battle for the screens has intensified. Bollywood Hungama has learned that the first round of this fight between the distributors of the two films has already started.
EXCLUSIVE: Thamma vs Ek Deewane Ki Deewaniyat Screen Sharing Battle Begins; Ayushmann Khurrana-starrer makers demand ALL shows in single or double screen cinemas
A trade source said Bollywood Hungama“Thammastarring Ayushmann Khurrana and Rashmika Mandanna, is distributed by PVR Inox Pictures. Its distribution partner on the Mumbai circuit, August Entertainment, sent an email to cinemas in the region to inform them of their screen sharing requirements. They requested that all shows be presented in single-screen cinemas and in double-screen halls. They also requested 12 shows in three-screen multiplexes; that means 100% presentation on two of the three screens and a show or two on the third screen as well.
August Entertainment’s mail further states that they want 15 shows of Thamma in four-screen theaters, 18 shows in five-screen cinemas, 21 shows in six-screen multiplexes, 24 shows in seven-screen multiplexes, 27 shows in eight-screen multiplexes, 30 shows in nine-screen multiplexes and 33 shows in 10-screen theaters.
It’s important to note that this decision comes directly from August Entertainment, which is handling the release of Thamma in the Mumbai circuit. It remains to be seen how distributors in other regions will react and whether they will follow suit with similar requests.
Exhibitors nevertheless expressed reservations. One exhibitor told us: “We would definitely like to show Thamma because it looks exciting. But single-screen cinemas should also have the option to play Ek Deewane Ki Deewaniyat. In fact, it is in single screen theaters that Harshvardhan Rane’s film can achieve big success. And let’s not forget that the Marathi film Premachi Goshta 2 and Gujarati film Chaniya Toli are also ready to release this Diwali. Some cinemas would also like to welcome it. We therefore hope that a solution can be found.
Another operator remarked: “August Entertainment’s letter mentions that the rule only exists for non-PVR, non-Inox and non-Cinepolis cinemas. We think this is not fair and should be uniform for all cinemas.”
Meanwhile, a trade expert commented: “Just a few weeks ago we saw what happened during the Kantara: A Legend – Chapter 1 against Sunny Sanskari Ki Tulsi Kumari shock. At that time, the creators of the first requested 100% screenings in cinemas with one, two and three rooms. Even in theaters with four screens or more, they required almost 80 to 90% staging. At least the distributors are reasonable in the case of Thamma.”
Read also: Ayushmann Khurrana shows off fake vampire teeth as he and Rashmika Mandanna promote Thamma in Delhi
More Pages: Ek Deewane Ki Deewaniyat Box Office Collection
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