As Son of Sardaar 2 gears up for its theatrical release this weekend, discussions around screen allocation are heating up. PVRInox is currently negotiating with exhibitors, aiming to secure a large number of single screens and non-national multiplexes across India. However, the process is proving to be more complicated than expected.
A trade insider revealed that PVRInox is asking single and dual-screen theatre owners to dedicate all their shows to Son of Sardaar 2, a demand that many exhibitors find unreasonable. With other films like Saiyaara and Mahavatar Narsimha still performing well, exhibitors are hesitant to give up their slots entirely.
An exhibitor, speaking on the condition of anonymity, said, “PVRInox plays the dual role of exhibitor and distributor, but we cannot agree to allocating all four shows in a single-screen property to one film. Especially when current releases are doing steady business.”
Negotiations are ongoing, with PVRInox working to lock in as many screens as possible. However, it appears that this time, the balance of power leans more toward the exhibitors. “The issue will eventually be sorted out, but distributors may have to settle for show sharing,” the source added. “Audiences today decide based on trailers and word of mouth. Gone are the days when a big title could automatically command all the shows.”
With increasing competition at the box office and changing viewing habits, Son of Sardaar 2 might need to adjust its expectations and settle for a more balanced release strategy.
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