PVR INOX Denies ‘Thamma’ Favouritism Amid Screen Clash

The competitive Diwali box office has ignited a major controversy surrounding screen allocation, with the makers of Harshvardhan Rane’s film, Ek Deewane Ki Deewaniyat, formally alleging that multiplex giant PVR INOX is unfairly favouring the Ayushmann Khurrana-starrer, Thamma. PVR INOX, however, has vehemently denied the accusations, asserting a commitment to fair play based on a film’s inherent merit.

Allegations of Unequal Treatment

The heart of the dispute, which emerged just before the films’ release, lies in the screen and show time distribution, particularly during the crucial advance booking phase. The team behind Ek Deewane Ki Deewaniyat claimed that their film was not receiving “equitable consideration in cinemas.”

Industry sources reportedly indicated that Thamma, produced by Dinesh Vijan’s Maddock Films, was allocated a disproportionately larger number of screens and show slots in advance bookings. Traditionally, multiplexes are said to open advance bookings with only one screen per property for any film in the initial days, regardless of its size. The allegations suggest that PVR INOX made a significant exception for Thamma, granting it multiple screens upfront, while the romantic drama Ek Deewane Ki Deewaniyat was severely restricted.

The producer of Ek Deewane Ki Deewaniyat, Anshul Garg of Desi Movie Factory, publicly voiced his disappointment. He stated that despite the film’s theatrical-first approach and strong pre-release buzz, it was regrettable that the movie was not being afforded a fair opportunity. The producer further alluded to a conflict of interest, noting that PVR INOX’s distribution arm, PVR INOX Pictures, was handling some territories for Thamma. The implication was that the multiplex chain’s distribution and exhibition wings were allegedly colluding to limit the showcasing of the competing film.

The Cinema Chain’s Official Stance

In response to the mounting public scrutiny and the direct allegations, PVR INOX issued a formal denial. Kamal Gianchandani, CEO of PVR INOX Pictures, refuted the claims, categorically stating, “Not true at all.”

He clarified the cinema chain’s position by highlighting the distribution arrangement for Thamma. According to Gianchandani, PVR INOX Pictures was only distributing Thamma in a limited number of territories, with the major territories being handled directly by Maddock Films.

Crucially, he asserted that PVR INOX Cinemas, the exhibition wing, was treating both films “purely on merit in terms of showcasing,” adding that the chain “would love to see both films flourish at the box office.” This official statement positioned the multiplex chain as an impartial exhibitor, allocating screens based on commercial viability and expected audience demand, rather than internal distribution ties.

Context and Future Implications

This is not the first instance of a screen allocation controversy involving PVR INOX, as similar disputes have surfaced during other major box office clashes.

The controversy underscores the immense pressure faced by mid-sized and smaller producers when their films clash with projects backed by major studios or distributed by a dominant multiplex chain that also has an in-house distribution arm. The makers of Ek Deewane Ki Deewaniyat have reportedly been exploring legal avenues, including approaching the Competition Commission of India (CCI), to challenge what they perceive as an unfair competitive advantage. The resolution of this clash is now keenly watched by the industry, as it may set a precedent for transparency and fair play in the high-stakes world of theatrical film exhibition.