Diwali Clash: Thamma and Ek Deewane Ki Deewaniyat Kick Off Screen Battle in Mumbai

As the festive season approaches, the Diwali film clash between Thamma and Ek Deewane Ki Deewaniyat has already begun to heat up, with distributors vying for prime screens across Mumbai. Industry insiders reveal that the tussle over screen allocation has officially kicked off ahead of the films’ releases.

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Thamma Demands Maximum Screen Presence

Distributed by PVR Inox Pictures and handled in Mumbai by August Entertainment, Thamma—starring Ayushmann Khurrana and Rashmika Mandanna—has put forward detailed demands to cinemas regarding show distribution. According to a trade source, August Entertainment requested:

• Single-screen and two-screen cinemas: all shows dedicated to Thamma

• Three-screen multiplexes: 12 shows (full coverage on two screens, partial on the third)

• Four to ten-screen multiplexes: scaled number of shows, ranging from 15 in four-screen theatres to 33 in ten-screen cinemas

The directive currently applies only to non-PVR, non-Inox, and non-Cinepolis theatres, though how distributors in other circuits will respond remains unclear.

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Exhibitors Seek Balance

Cinema owners have expressed reservations about the aggressive allocation strategy. One exhibitor noted, “While Thamma looks promising, single-screen theatres should also get a chance to screen Ek Deewane Ki Deewaniyat. That’s where the Harshvardhan Rane film could perform strongly. Additionally, regional releases like Premachi Goshta 2 (Marathi) and Chaniya Toli (Gujarati) are also targeting Diwali audiences. We hope a fair solution can be reached.”

Another exhibitor added, “The current allocation only targets select chains, which doesn’t seem fair. It should ideally be uniform across all cinemas.”

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Industry Perspective

Trade experts note that this move is comparatively moderate. “A few weeks ago, during the clash between Kantara: A Legend – Chapter 1 and Sunny Sanskari Ki Tulsi Kumari, distributors demanded 100% shows even in larger multiplexes. In comparison, the requests for Thamma seem more reasonable,” an analyst explained.

With both films expected to capitalize on the Diwali festive crowd, the screen-sharing negotiations will be crucial in determining box office performance. Audiences are now eagerly awaiting which film will dominate theatres this festive season.