It looks like this Diwali, there will be more fireworks than the Indian box office had bargained for. According to very reliable sources within the film industry, neither of the two teams associated with the Diwali biggies Ajay Devgn’s Shivaay and Karan Johar’s Ae Dil Hai Mushkil is willing to blink.
Says a source in the know, “It was hoped that one of the two films would finally see sense and back down from releasing this Diwali. But now after the release of the Ae Dil Hai Mushkil (ADHM) trailer the battle lines are even more sharply drawn.”
Phase 2 of the fight to finish has started. Both Shivaay and ADHM producers have already sent out clear signals to the multiplex chains across the country that a majority of the theatres and screens must-repeat, must — be booked for their films.
Says a source from one of India’s most high-profile multiplex chains, “It’s a tricky situation for theatres this Diwali. Both Ajay Devgn and Karan Johar are not only the directors but also the producers of the two films. We are being asked for optimum screens by both the production houses. It’s not an easy situation for us, as it is being hinted that future projects of these production houses will be given to our theatre chain on the basis of how many screens we give to these two films.”
According to multiplex sources Shivaay has the edge as far as bargaining powers are concerned. “Ajay Devgn has tied up with Eros International for Shivaay, so that gives him extra muscle to get as many screens as he wants. For Ae Dil Hai Mushkil, Karan Johar’s Dharma Productions is going it alone. No corporate partners this time.”
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