According to industry insiders, Thamma which is being distributed by PVR INOX in key markets has been allotted a disproportionately higher number of screens during advance booking compared to Ek Deewane Ki Deewaniyat. Traditionally, multiplexes open advance bookings with just one screen per property around four days before release, regardless of the film. However, this time, Thamma has reportedly received multiple screens in advance, while Ek Deewane Ki Deewaniyat has been restricted.
This alleged bias has sparked outrage within the Ek Deewane Ki Deewaniyat camp, who claim that PVR INOX’s distribution arm is “colluding” with its exhibition team to limit fair showcasing. The situation has further intensified with claims that even other chains like Cinepolis are being pressured to follow suit.
Notably, a similar controversy arose last year when PVR INOX distributed Singham Again against Bhool Bhulaiyaa 3, leading the latter’s team to threaten legal action through the Competition Commission of India (CCI).
Despite these hurdles, Ek Deewane Ki Deewaniyat, starring Harshvardhan Rane, is said to be generating strong buzz, especially across the Hindi heartland. Industry observers say the film has earned strong pre-release traction among audiences, and the alleged “nepotistic” bias could backfire if fans perceive unfair treatment.
Sources suggest that the makers of Ek Deewane Ki Deewaniyat are now exploring legal options, including approaching the Competition Commission of India or state authorities, to ensure a level playing field at the box office.
The Diwali release on October 21 is shaping up to be not just a cinematic showdown but potentially a legal and ethical battle within the film industry.
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