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The newest release, Maa, has managed to place up impressive numbers in its first two days, due to the casting of Kajol, the horror genre, and positive word of mouth. Nevertheless, the makers are unhappy with the discharge strategy and distribution of the film.
EXCLUSIVE: Makers of Maa upset with distributor on account of release strategy and distribution of shows of the Kajol-starrer
A source near the film told Bollywood Hungama, “Maa has released in around 1500 screens and ideally, a movie like this could have gotten a screen count of around 2000. In spite of everything, it has the association of Ajay Devgn and Kajol and furthermore, it’s a horror film, which is the flavour of the season. Sadly, that didn’t occur and in addition it was noticed by the makers that the shows weren’t properly allotted across cinemas. Though it’s a horror film, it also appeals to the family as evident by its title and the U/A rating. Hence, it must have got outstanding showcasing within the afternoon and evening and in addition overall more shows but in lots of places, that hasn’t happened.”
The source continued, “Because of this, the makers are displeased with the arrangement. They imagine that if the showcasing was fair, the collections of Maa might have been higher.”
Bollywood Hungama learned that the 4:15 pm show at PVR Sangam, Andheri, Mumbai, which recorded huge occupancy on Saturday, was discontinued on Sunday in favour of Sitaare Zameen Par. Incidentally, like Maa, Sitaare Zamaeen Par can also be distributed by PVR.
An exhibition source explained, “Within the Dadar-Matunga-Mahim belt, which has no multiplex and consists of single screens, all cinemas either have a day show of 1:00 pm and a night show of seven:00 pm. Ideally, the showcasing ought to be such that a few cinemas must have a show at around 4:00 pm as well because a piece of the moviegoing audience might prefer to look at Maa at the moment. But with the strategy in place, they don’t have that alternative.”
A trade expert commented on condition of anonymity, “This week is crowded as Sitaare Zameen Par has held up well. Maa has managed to perform while F1: The Movie can also be recording terrific occupancy. In such instances, show-sharing issues are sure to occur. The issue becomes manifold when the distributor overcommits after which falls in need of expectations and doesn’t plan the showcasing well. On this case, PVR Inox also needed to accommodate their other film, Sitaare Zameen Par. Nevertheless, the makers are sure to feel shortchanged after they don’t get the specified variety of shows.”
Past instances
This isn’t the primary time that PVR Inox’s distribution has come under the scanner. A number of days back, Bollywood Hungama reported on how Warner Bros was also upset with the multiplex chain for not giving an inexpensive variety of shows to F1: The Movie. Per week before, we revealed that PVR Inox backed off after assuring B and C centre theatres that they might be given Sitaare Zamaeen Par. The theatres even got the publicity material from the distribution team and on the last minute, the film wasn’t given to them, leaving them in a tricky spot.
In December 2024, Baby John’s advance booking was also affected as PVR Inox Pictures had asked for 60% of showcasing for the Varun Dhawan-starrer while they asked exhibitors to allot the balance 40% of the shows to Pushpa 2 – The Rule. To the one screens, they insisted that there ought to be 3 shows of their film and 1 show of Pushpa 2 – The Rule. The theatres didn’t conform to this demand because the Allu Arjun-starrer was doing historic business.
More Pages: Maa Box Office Collection , Maa Movie Review
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