It’s going to be a clash of titans at the Indian box office this Christmas weekend and rumour has it that not everyone is playing fair.
The producers of the much-anticipated Prabhas starrer ‘Salaar: Part 1 – Ceasefire’ announced on Wednesday that they will not be screening their movie in PVR INOX and Miraj Cinemas theatres across the southern states, alleging preferential treatment to Shah Rukh Khan’s ‘Dunki’.Now, Kamal Gianchandani, the Co-Chief Executive Officer at PVR INOX Ltd has hit back at the allegations in a series of tweets on his personal handle.
He began, “Normally, we try to keep Producers related matters to ourselves. But this is one of those times for us to share our point of view.”
Touching upon the allegations against the theatre chain, he said, “We have come across some absurd internet posts regarding unfair showcasing practices at PVRINOX. No one has greater respect and appreciation for all the Producers releasing their films in our theatres than all of us at PVRINOX. “

He seemed to have claimed that “commercial disagreements” were behind this drama unfolding ahead of the big box office clash. He added that these disagreements tend to arise when big films release on the same date.

“Not the first time. Won’t be the last time. Everything will fall in place soon. Please put these ridiculous theories to bed,” he concluded.
A spokesperson for Hombale Films backing ‘Salaar’ expressed disappointment, revealing that the theatre chain had initially assured the production banner of “equal showcasing” for both films, but alleged that these promises are not being honoured.

“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,” the spokesperson stated. “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 allegations sparked online outrage, with fans of the south film taking to social media to call for a boycott on the theatre chains.

‘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 release on December 22 in Telugu, Kannada, Tamil, Malayalam and Hindi.
‘Dunki’, a comedy drama based on an illegal immigration technique ‘donkey flight’, is directed by Rajkumar Hirani.

‘We don’t want things to be ugly,’ says ‘Salaar’ producer Vijay Kirgandur as he opens up on box office clash with Shah Rukh Khan’s ‘Dunki’

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