The festive season of Diwali is about to get a whole lot more competitive, as two of Bollywood’s biggest franchises, ‘Bhool Bhulaiyaa 3’ and ‘Singham Again,’ prepare to lock horns in movie theatres next week. While the audience anticipates a blockbuster showdown, the battle for the screen has taken an unexpected turn, with accusations of unfair practices being thrown back and forth.
At the heart of the controversy is the distribution strategy of ‘Singham Again,’ produced by Rohit Shetty. T-Series, the producers of ‘Bhool Bhulaiyaa 3,’ have lodged a complaint with the Competition Commission of India (CCI), alleging that the makers of ‘Singham Again’ have engaged in unfair practices to secure a larger share of theatre screens.
The complaint highlights a significant disparity in screen allocation. ‘Singham Again,’ through its distribution partner PVR Pictures, has secured over 60% of show times at PVR Inox theatres, giving it a clear advantage over ‘Bhool Bhulaiyaa 3.’ Furthermore, reports suggest that certain single-screen theatres have been pressured to exclusively dedicate all their show times to ‘Singham Again,’ effectively shutting out ‘Bhool Bhulaiyaa 3’ altogether. In contrast, ‘Bhool Bhulaiyaa 3’ is reportedly relegated to early morning slots in several single-screen theatres, potentially impacting its overall reach and visibility.
This dispute has raised concerns about fair competition and the equitable distribution of resources in the film industry. T-Series, in approaching the CCI, is seeking a fair and balanced distribution of screen space for both films, proposing a 50%-50% split between ‘Bhool Bhulaiyaa 3’ and ‘Singham Again’. The CCI, an independent regulatory body, is tasked with ensuring that economic growth and consumer welfare are fostered through healthy competition. The outcome of this complaint will have significant implications for the film industry and the allocation of resources, especially during crucial release periods like Diwali.
The rivalry between ‘Bhool Bhulaiyaa 3’ and ‘Singham Again’ has shifted from a battle for box office success to a battle for fair play. As the Diwali clash nears, the eyes of the industry will be fixed on the CCI to see if it steps in to ensure a level playing field for both films. This situation serves as a stark reminder of the challenges of navigating the intricate web of distribution, promotion, and competition within the Bollywood industry.
