With the release of Son of Sardaar 2 scheduled for this weekend, the film is already caught in a heated dispute over multiplex screen allocations. At the heart of the issue is PVRInox, India’s biggest multiplex chain, which is acting both as exhibitor and distributor for the film.
Industry insiders report that PVRInox is demanding exclusive control over show slots, pressuring exhibitors with single or dual-screen properties to allot all shows to Son of Sardaar 2. This aggressive move hasn’t gone down well with local exhibitors, many of whom are resisting the pressure.
The ongoing success of other films like Saiyaara and Mahavatar Narsimha has given exhibitors the confidence to push back. One exhibitor pointed out that giving all four daily shows to a single title is not practical when other movies are pulling in steady crowds.
The current negotiations focus on achieving a balanced show distribution without sidelining films that are already performing well. Despite PVRInox’s strategy to lock in most single-screen slots, exhibitors seem to hold the upper hand in this scenario.
Experts believe Son of Sardaar 2 will eventually have to share screens at single-screen venues to move forward smoothly. This situation underscores the changing dynamics of theatrical releases in India, where success is now influenced as much by trailer reception and public sentiment as it is by distribution muscle.
These developments also highlight the shifting power balance between national multiplex chains and independent exhibitors. Strategic release timing and fair negotiation are becoming just as vital as star power and marketing budgets in determining a film’s success.
