Allu Arjun’s Pushpa 2: The Rule remains unstoppable at the box office. The film, released on December 5, is inching towards the ₹ 700 crore net mark in India. The Sukumar directorial, made on a budget of ₹ 400-500 crore, has grossed ₹ 1026 crore worldwide and is likely to be the year’s biggest hit. However, its run has left a bitter taste for a few, and the makers have been called out for manipulating screen space.
Filmmaker Vikram Aditya Motwane has accused the Allu Arjun-starrer of dominating multiplex screens and leaving no room for Payal Kapadia’s Cannes Grand Prix winner and Golden Globe-nominee All We Imagine as Light to find an audience in theatres.
Motwane’s post, supported by several independent filmmakers and critics, also brought up the question whether screen spaces are being manipulated by the big players, making things difficult for small and indie films.
Trade expert Girsh Wankhede doesn’t think so. He says, “I believe that multiplexes are here to do business, and will always showcase films that works well with the audience. For them, business is priority.
All We Imagine as Light was released on November 22nd and already had a run of 2 weeks before Pushpa 2 was released. Allu Arjun’s film had the potential to draw in large numbers. Had All We Imagine as Light done well, it would have continued to run. After all, the exhibitors’ business is to screen all sorts of films, irrespective of genre. No cinema owner or exhibitor would do injustice to one film over the other.”
Wankhede also points out that apart from Pushpa 2: The Rule, which has over 50 per cent of screens, Disney’s Moana 2 is also holding well simultaneously, drawing in families. “There is no question of sabotage, it’s a business decision,” he asserts.
Anish Patel and Rahul Dhyani, Founders of Connplex Cinema in Ahmedabad, say it is a case of supply meeting demand. “There has been a craze for Pushpa 2, with shows running to packed houses, so much so that if the midnight show goes house-full, we may have to accommodate another show at 1 a.m. Why would we block theatres for one film? We too want to see full occupancy. Any film which draws in the audience is given preference over others which are unable to - it is pure economics.”
Vicky Kaushal’s Chavva, which was to release alongside Pushpa 2, The Rule, was moved to January. Varun Dhawan’s Baby John directed by Atlee will hit screens on December 26th. “It is a sensible gap, because Pushpa 2 would have had a three-week window to run before the next big-ticket release. Also, Pushpa 2’s distribution was discussed in advance, regarding screen space. The distributors of All We Imagined As Light should have strategized and planned this better to reach a wider audience,” says an exhibitor.
Screen sharing settlement
However, the fight for screens is not something new. In 2012, Ajay Devgn Films alleged that Yash Raj Films had resorted to anti-competitive practices by blocking 1400 single screens for Jab Tak Hai Jaan, not leaving fair screen space for Devgn’s Son of Sardar. Over the years, producers and distributors have come to a settlement on screen sharing. Recently Kartik Aaryan’s Bhool Bhulaaiyaa 3 had a 49 percent screen share against Ajay Devgn’s Singham Again’s 51 percent.
Though many filmmakers feel indie films are often shortchanged, multiplexes have had their challenges too, ever since the pandemic.
Meanwhile, one filmmaker says, “The small players are often choked when it comes to the theatrical experience, and get breathing space on OTT.”
All We Imagine as Light was released on November 22nd and already had a run of 2 weeks before Pushpa 2 was released. Allu Arjun’s film had the potential to draw in large numbers. Had All We Imagine as Light done well, it would have continued to run. After all, the exhibitors’ business is to screen all sorts of films, irrespective of genre. No cinema owner or exhibitor would do injustice to one film over the other.” Wankhede also points out that apart from Pushpa 2: The Rule, which has over 50 per cent of screens, Disney’s Moana 2 is also holding well simultaneously, drawing in families. “There is no question of sabotage, it’s a business decision,” he asserts.
Anish Patel and Rahul Dhyani, Founders of Connplex Cinema in Ahmedabad, say it is a case of supply meeting demand. “There has been a craze for Pushpa 2, with shows running to packed houses, so much so that if the midnight show goes house-full, we may have to accommodate another show at 1 a.m. Why would we block theatres for one film? We too want to see full occupancy. Any film which draws in the audience is given preference over others which are unable to - it is pure economics.”
Vicky Kaushal’s Chavva, which was to release alongside Pushpa 2, The Rule, was moved to January. Varun Dhawan’s Baby John directed by Atlee will hit screens on December 26th. “It is a sensible gap, because Pushpa 2 would have had a three-week window to run before the next big-ticket release. Also, Pushpa 2’s distribution was discussed in advance, regarding screen space. The distributors of All We Imagined As Light should have strategized and planned this better to reach a wider audience,” says an exhibitor.
HIGHLIGHT
Filmmaker Vikram Aditya Motwane claims that Allu Arjun’s film is dominating multiplex screens and preventing Payal Kapadia’s All We Imagine as Light from playing.
Big-ticket films will take a hit
With the Telangana government banning such shows in the state, big-ticket films like Game Changer, Daku Maharaj and Sankranthi Vasthunam will take a hit, and producers could lose some revenue. “Producers may request the government to re-consider the decision. Nothing is certain yet,” director Hemanth says.
