Speculations were rife that after hearing that exhibitors are favouring Shah Rukh Khan’s Dunki over Prabhas’ Salaar, the producers of Salaar had decided not to release their film in PVR-Inox and Miraj theaters in certain states, as per Times Now.
Amit Sharma, Miraj Group CEO, is puzzled by Salaar’s producers feeling hurt, saying that the decision on the number of shows should be up to the exhibitor. He said that exhibitors understand the audience’s preferences and are best equipped to decide how films should be allocated based on their knowledge of viewer choices.
PVR Inox issued a formal statement today. It read, “We have come across some speculative media reports about the film SALAAR and its release at PVR INOX Cinemas. We would like to clarify that these reports are incorrect, SALAAR is one of the most anticipated films of the year and it’s releasing across pan India PVR INOX cinemas on the scheduled release date i.e. 22 December 2023 (sic).”
On Wednesday, PVR pictures CEO Kam Gianchandani has also reacted to the reports about Salaar makers refusing to release film in certain PVR Inox outlets. Taking to X, he wrote, “Normally, we try to keep Producers related matters to ourself. But this is one of those times for us to share our point of view. We have come across some absurd internet posts regarding unfair showcasing practices at PVRINOX. No one has greater respect and appreciation for all the Producers releasing their films in our theatres than all of us at PVRINOX. Commercial disagreements is par for the course with big films releasing on the same date. Not the first time. Won’t be the last time. Everything will fall in place soon. Please put these ridiculous theories to bed (sic).”
Shah Rukh Khan’s Dunki released on Thursday, while Salaar is set to hit theatres on Friday.
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