The much-awaited film, Dhurandhar: The Revenge, is set to release next week, and the excitement is sky-high. As of now, the makers have opened the advances of only the paid previews, which will be held on March 18 from 5:00 pm onwards. The response has been historic as expected. The exhibitors initially were worried as Dhurandhar: The Revenge was going to clash with Toxic and this would have led to fighting over screens. Last Wednesday, the Yash-starrer was pushed to June 4, due to which the exhibitors were able to heave a sigh of relief. But their happiness was short-lived when they were informed about the commitment asked by the film’s producers and distributors – Jio Studios.
A trade source told Bollywood Hungama, “In an unprecedented move, Jio has asked for all shows in the single screen theatres, that too for six weeks. Asking for all shows is common, but usually, the distributors make such demand for 2 or a maximum of 3 weeks. Hence, the demand for six weeks has never been heard before.”
The source continued, “The Jio team is also categorically clear that theatres need to allot all shows to Dhurandhar for six weeks; no show sharing is allowed. This means that Bhooth Bangla, which releases on April 10, will not be allowed to be showcased if Jio Studios has its way.”
The source also said, “And that's not all. They have also asked for all shows for two weeks for Jio’s upcoming saga, Raja Shivaji, which releases on May 1. Interestingly, the Riteish Deshmukh-starrer arrives exactly six weeks after Dhurandhar: The Revenge. In short, Jio wants to capture all single screens for their two films for eight weeks.”
An exhibitor on the condition of anonymity told us, “We would be more than happy to screen Dhurandhar: The Revenge, as we know that it'll create history. However, Bhooth Bangla will be released three weeks after Dburandhar. It looks like a fun entertainer and moreover, Akshay Kumar, Priyadarshan, Ekta Kapoor and Pen Marudhar are involved with the film. We don't want to upset them and would love to allot a show or two to the horror comedy. But we won't be allowed to do so.”
The exhibitor added, “This clause is the reason why many single screens are yet to open bookings for Dhurandhar: The Revenge's paid preview. Some single screens have already opened, though the issue is yet to be resolved. They requested Jio to let them commence bookings and assured them that they'll sort out the issue later.”
An exhibitor from Rajasthan thundered, “If opportunism is the nature of the game, would it be fair if some other studios were to mete out the same treatment to the makers of Dhurandhar when one of its smaller films releases a few weeks after a biggie? We need to co-exist and allow all well-made films to thrive.”
Meanwhile, film exhibitor and distributor Akshaye Rathi opined, “Commercial negotiations between distributors and exhibitors are a weekly affair. Obviously, when a weekly film like Dhurandhar comes along, the stakes are much higher for everyone in the value chain. Historically, as we have always seen, negotiations do take place on commercial terms, showcasing, ticket prices, etc. Eventually, they need to realize that the exhibitors, like the studio, are playing on the same side and are striving to bring the audiences in the theatres in big numbers to maximize the revenues. So, we need to work as a team, rather than against each other; I am sure we'll eventually find a way for it. Let's hope that Jio Studios and all the distributor entities involved and all the exhibitors across the country help in achieving record-breaking collections, ensure the highest ever opening in the history of Hindi cinema and hopefully, who knows, the highest ever grosser in the history of Hindi cinema, beating Dhurandhar's first part.”
More Pages: Dhurandhar The Revenge Box Office Collection , Dhurandhar The Revenge Movie Review
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