Did PVR INOX favour Thamma over Ek Deewane Ki Deewaniyat? What the cinema chain says

A heated claim has surfaced in Bollywood just days before two big theatrical releases: that multiplex chain PVR INOX may have favoured Thamma (starring Ayushmann Khurrana) over Ek Deewane Ki Deewaniyat (starring Harshvardhan Rane) when allotting screens and show-slots.

What’s the allegation

The makers of Ek Deewane Ki Deewaniyat claim that in advance bookings, Thamma had access to more screens and show-slots at PVR INOX multiplexes, while their film was given limited options. Specifically, they say, “In an era where widespread reliance on streaming platforms for financing is prevalent, we have elected to pursue the theatrical route… despite delivering four commercially successful songs and a highly promising film, it is indeed regrettable that Ek Deewane Ki Deewaniyat is not receiving equitable consideration in cinemas.”

PVR INOX’s response

The chain has denied the allegations. According to their representative (CEO Kamal Gianchandani):

• They are “handling very few territories of Thamma as a distributor”; the “major territories are being distributed by Maddock directly.”

• They insist both films are being treated “purely on merit in terms of showcasing”, and that they “would love to see both films flourish at the box office.”

Why it matters

• Screen allocation and show-slot counts are critical in determining the early commercial success of a film — more screens = more chance to reach audience, more shows = more ticket sales.

• If one film is given preferential treatment, it can be seen as unfair competition, especially in a crowded weekend release window.

• The controversy raises questions about the neutrality of large exhibition chains in India and how big films might be helped (intentionally or not) compared to smaller ones.

What to watch for

• Upcoming audience box-office numbers for both Thamma and Ek Deewane Ki Deewaniyat — if one significantly outperforms the other, the question of screen allotment will gain more weight.

• Whether similar allegations surface about other chains or releases, signaling a larger pattern of favouritism.

• How PVR INOX and other multiplexes justify screen-allocation decisions: Do they transparently factor in pre-bookings, star power, distributor tie-ups or purely "merit"?

My take

While I cannot independently verify all the figures (how many screens each got, how many bookings, etc.), the claim is credible enough to warrant scrutiny. In Bollywood’s multiplex-dominated era, such decisions are seldom transparent. PVR INOX’s response — while firm — does not fully quash the suspicion, because the details (exact screen-counts and distribution deals) aren’t made public.

If I were to speculate: yes, the party with stronger star power and pre-release buzz (Thamma) likely got the benefit of the doubt; but whether this constitutes deliberate “favouritism” remains unproven. Ultimately fairness in show-slot allocation is vital for smaller films to compete — and the lack of visible transparency here may hurt the ecosystem.