The intense battle between ‘Singham Again’ and ‘Bhool Bhulaiyaa 3’ does not seem to end anytime soon. The competition has led to intense backchannel negotiations between distributors and exhibitors.
While ‘Singham Again’ is demanding a 60:40 split in multiplexes and a 75:25 split in single screens, the Bhool Bhulaiyaa 3 team is pushing for equal screening across the country.
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Meanwhile, in a move coming as a surprise to many, distributor Anil Thadani has put forward a ludicrous offer for single-screen owners. Those who agree to fair showcasing terms will get a 30-foot cutout of Allu Arjun as Pushpa.
This marks a significant moment in cinema history where the mega-stardom of a Tollywood actor is being used to boost the visibility and attendance of a Bollywood film like Bhool Bhulaiyaa 3.
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The rising influence of Allu Arjun, with his upcoming film Pushpa 2, is being used to give Bhool Bhulaiyaa 3 an edge over the much anticipated Singham Again.
This deal by Anil Thadani also clubs Pushpa 2 and Bhool Bhulaiyaa 3 in a single packaged deal for exhibitors.
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Singham Again is being distributed by PVRInox Pictures, and hence it is gaining leverage over Bhool Bhulaiyaa 3 in multiplexes. Hence Allu Arjun’s stardom can come as a saviour for Bhool Bhulaiyaa 3.
Social media has exploded over this matter, with people coming forward to voice their opinions. One user wrote, “Marketing a Bollywood film with Allu Arjun’s brand—what a mega-stardom!”
Another remarked, “Smart move by Thadani using Pushpa cutouts to lure single screens—genius marketing!”
With both teams fighting for control over screens, the anticipation is only building among the public as they wait for the giants to hit the theatres this Diwali.
