The film industry is currently in the midst of a significant controversy due to the highly-anticipated showdown between two major movies, Dunki and Salaar. According to a recent exposé by Bollywood Hungama, allegations have arisen claiming that Dunki’s team, backed by Pen Marudhar, is pressuring single-screen owners to secure a 100% exclusive showcasing, intending to overshadow the Prabhas starter-Salaar. This development has resulted in a strong response from the single-screen association.
According to reports, in response to Dunki’s demands, the single-screen association has taken a decisive stand by refusing to open Dunki bookings for Friday, sparking further tension between the two film camps. The controversy escalated when Team Salaar, led by Prabhas, retaliated against what they deemed as unfair trade practices orchestrated by Pen Marudhar and the Dunki team.
Separately, the makers of Salaar: Part 1 - Ceasefire on Wednesday said they won't screen their film in PVR INOX and Miraj Cinemas theatres in the south because the multiplex chains are favouring Shah Rukh Khan's Dunki over the Prabhas-starrer. Dunki will hit the screens on Thursday, a day before Hombale Films' Salaar's release. While PVR INOX was unavailable for comment, Miraj Cinemas declined to comment on the matter right now.
A spokesperson for Hombale Films said PVR INOX and Miraj Cinemas had promised the banner that both Salaar and Dunki would get 'equal showcasing', a promise they are not honouring now.
"Because of unfair showcasing to Salaar, we will not be releasing in PVR INOX, MIRAJ in southern states. We have been discussing it with them for the last two days. They have opened all shows/screens for Dunki alone which was against what they had agreed. They had agreed that they would give equal showcasing when discussed but now they are not doing so," the spokesperson for the production house said in a statement.
As the situation blew up, Kamal Gianchandani broke his silence and took to X urging fans to "put ridiculous theories to bed".
Normally, we try to keep Producers related matters to ourself. But this is one of those times for us to share our point of view.We have come across some absurd internet posts regarding unfair showcasing practices at PVRINOX.……cont.
— Kamal Gianchandani (@kamalgianc) December 20, 2023
PVR INOX released an official statement on the media reports. "We have come across some speculative media reports about the film SALAAR and its release at PVR INOX Cinemas. We would like to clarify that these reports are incorrect, SALAAR is one of the most anticipated films of the year and it’s releasing across pan India PVR INOX cinemas on the scheduled release date i.e., 22 December 2023," the statement said.
The latest development reveals that Salaar makers have strategically chosen to hit Dunki where it hurts the most – the multiplex chains. Reports confirm that Salaar’s release in South Indian markets will be withdrawn from major multiplex chains such as PVR, Inox, and Miraj. This decision, influenced by the trending #BoycottPVRInox movement on X serves as a potent response to multiplex giants allegedly favouring Dunki over Salaar.
The hashtag #BoycottPVRInox has gained significant traction as Salaar supporters expressed their discontent over what they perceive as unfair practices within the industry. The decision to pull Salaar from multiplexes is a significant blow to the film’s widespread distribution and marketing strategy.
They @_PVRCinemas @INOXMovies made money & expanded their chains in the name of CINEMA & today are involved in a disgusting plan of robbing #Salaar of their shows. All because their owner #AjayBijli is friends with @iamsrk who is scared of clashing with Prabhas.#BoycottPvrInox pic.twitter.com/XhUbIkyXL5
— Dєνιℓ (@imbeingdevil) December 20, 2023
How can Twitter users demand an equal number of shows for #Salaar and #Dunki in South India? 😆😆#Dunki isn't being dubbed in South versions, lacking hype/craze down south. In contrast, #Salaar's situation is different in North India. AA films acquired Hindi… pic.twitter.com/bfcPgA1x4N— Hail Prabhas (@HailPrabhas007) December 20, 2023
Cancelled my show ✅
Cancel Yours Ticket Also FMs 🤟#BoycottPVRInox#Salaar pic.twitter.com/iAY0bVIEne— Radoo🌶️ (@Chandan_radoo) December 20, 2023
In order to survive or to win a clash, fair play is important otherwise it is never considered as a clash..it reflects the fear they have on #Prabhas !!
Demanding equal screens and fair play in this clash 👍 #BoycottPVRInoxSuriya fans with Prabhas fans ❤️❤️#Salaar #Kanguva pic.twitter.com/cD9jkvuPkk— Maaran Trolls ™ (@Maaran_Trolls) December 20, 2023
Dear @_PVRCinemas,
Karma says Hi!#BoycottPVRInox pic.twitter.com/s4m0r1DrgT— Ritik Gupta (@RitikGupta1999) December 20, 2023
Set in the fictional city of Khansaar, Salaar revolves around two friends Deva and Vardha, played by Prabhas and Prithviraj Sukumaran, who end up becoming arch-rivals. Directed by Prashanth Neel, the film will be released in Telugu, Kannada, Tamil, Malayalam and Hindi.
According to Bollywood Hungama’s report, “PVR-Inox backed off their commitment after promising equal showcasing in single screens. PVR-Inox’s position as the market leader influenced single-screen owners, and when SRK learned about their initial commitment to equal showcasing, he took matters into his own hands."
This overnight shift in a decision sent shockwaves through Anil Thadani and the entire Hombale team, with reports indicating that Hombale is contemplating taking stern action against Ajay Bijli and PVR-Inox in the days to come.
Amidst the unfolding controversy, the highly anticipated battle between Dunki and Salaar on December 22 promises to be a spectacle both on and off the screen.
(Edited by : Sudarsanan Mani)
First Published: Dec 20, 2023 7:40 PM IST
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