- विज्ञापन -
Mumbai: After an extraordinary two-week run, Pushpa 2: The Rule finds itself embroiled in a heated screen allocation tussle. The Allu Arjun starrer has been dominating multiplexes, but with the release of Disney’s Mufasa: The Lion King and Varun Dhawan’s Baby John which is set to hit theatres on Christmas 2024, competition for screen counts has intensified. This brewing conflict has put distributor Anil Thadani of AA Films at odds with multiplex owners nationwide.
According to various reports, Thadani demanded that Pushpa 2 retain 50% of the screen share on Christmas Day leaving the rest to be divided between Mufasa and Baby John. To enforce this, Thadani withheld the Key Delivery Message (KDM), which is necessary for continuing screenings into the third weekend. This bold move, however, was met with resistance as multiplex chains collectively decided to remove Pushpa 2 from their lineup if the demands were not reconsidered.
Multiplex owners have argued for a balanced showcasing approach, emphasizing the importance of fair play for new releases like Baby John. As a result, discussions are ongoing, and while the KDM has since been released, the battle for screen dominance highlights the challenges films face during competitive holiday periods.
Directed by Sukumar and featuring Allu Arjun in the titular role, Pushpa 2: The Rule also stars Rashmika Mandanna and Fahadh Faasil. The action-packed sequel to 2021’s blockbuster Pushpa: The Rise released in theatres on December 8, 2024, and continues to enthrall audiences with its gripping storyline and stellar performances.
