The expected has happened. The heartburns and the tension relating to the allotment of shows and screens between Thamma and Deewaniyat are a thing of the past. If not completely, at least quite a lot of it. This follows the understanding reached between the largest multiplex chain of the country — PVR Inox — and the producers/distributors of Deewaniyat for show allocation in the Diwali week.
For those who came in late, the producers and distributors of Deewaniyat had taken the bold step of forgoing the entire PVR Inox chain because they felt, what they were being offered by way of shows and screens were crumbs. The battlelines were drawn when the producers of the other Diwali release — Thamma — dashed off emails to exhibitors across the country, specifying the number of shows their film would want. Although it was smartly worded to appear as if they were looking after the interest of their own film — which is, of course, the prerogative of any producer/distributor — what the demand meant was that the producers/distributors of Thamma did not want to give Deewaniyat even a remotely fair chance. All’s fair in love and war, maybe. Since the all-India distribution rights of Thamma are held by PVR Inox, the national multiplex chain was not only eager to comply but it also prevailed over other exhibitors to toe their line of far lesser number of shows to Deewaniyat. It is anybody’s guess that although it appeared as if PVR Inox was only following the requests/demands of the producers of Thamma, the fact was that it may actually have been instrumental in making the demands because it (PVR Inox) is the distributor of Thamma, besides being the largest exhibition chain too.
Anyway, the settlement between PVR Inox and the producers/distributors of Deewaniyat pertains to multiplexes with three and more screens, but the issue remains unresolved as far as single-screen and two-screen cinemas are concerned. One may call it unresolved or one may also refer to this as an issue defying a solution because PVR Inox has pleaded inability to make any compromise as far as single-screen and two-screen cinemas are concerned. PVR Inox is unwilling to give Deewaniyat even a single show in single-screen and two-screen cinemas. Inside sources reveal that PVR Inox may not play its Thamma in all the shows in two-screen cinemas — in view of the fact that the advance booking for Thamma is below the mark — but that still does not mean that the other shows (in which Thamma will not be screened) will be available for Deewaniyat. No! Unofficially, exhibitors of two-screen cinemas are being sounded to keep another film in mind just in case a show or two are not required for Thamma. The aim clearly is to block out Deewaniyat from single-screen and two-screen cinemas. Point to be noted is that advance booking of Thamma in many of the two-screen cinemas has opened for seven out of the ten shows daily. But are those three shows available for Deewaniyat? Not at all!
And why this anti-Deewaniyat stand? There could be three main reasons for the same. One is that the all-India distributor of Deewaniyat, Avnika Films, is a new concern and so PVR Inox is in no mood to cooperate. Secondly, it all started when the distributors of Deewaniyat sat across the table with PVR Inox a few days back, to chalk out the release strategy, but, “very quietly”, finalised two shows of the very prestigious Raj Mandir cinema in Jaipur, leaving only two shows for Thamma. This seems to have agitated PVR Inox which was eyeing all the shows at Raj Mandir cinema. That’s when PVR Inox went on the offensive. Thirdly, Gaurav Verma (owner of Avnika Films) and Deepak Upreti (who is working with Gaurav Verma) — have both held prestigious positions in top production and distribution companies in the past (before Avnika Films) and have been known for being “ruthless” (term used by some trade people wishing to remain anonymous) in their dealings in those respectable and commanding positions. This then is payback time because in the discharge of their duties, they may have rubbed PVR Inox people the wrong way — a number of times!