The fight turned ugly on Tuesday afternoon when distribution officials from Eros International and Viacom 18 started making calls to theatre owners, asking them to bypass the deal struck with YRF.
What's more, they threatened the theatre owners that in the event they didn't comply, four of the production houses' forthcoming films: Oh My God (September 28), Bhoot Returns (October 12), Aiyya (October 12) and Chakravyuh (October 24) wouldn't be screened in their theatres.
The distribution rights of Son of Sardaar, a joint production by Ajay Devgn and Viacom 18, were sold to Eros International in July to ensure smooth distribution of the film. The deal had been struck between Ajay and Eros' head honcho Kishore Lulla.
Inder Raj Kapoor of STV confirmed that calls were made to companies like Rahul Aksar Group, E City and themselves. Rahul of the Rahul Aksar Group said he didn't wish to comment on the matter.
A source from the exhibition circuit said, "We have been told to give priority to Son of Sardaar in our multiplexes and remove the blanket ban else..."
Asked if they intend to pay heed to the calls, Kapoor said, "We are yet to arrive at a decision on what to do and what not to do." But aren't these pressure tactics adopted by Eros and Viacom 18 unethical? "Well, Eros International and Viacom 18 say that Yash Raj Films is in the wrong. How do I take sides?" said Kapoor.
Meanwhile, a source from the trade said, "One fails to understand why Ajay is hell bent on releasing his film on the same day as Yash Chopra's film. Releasing the film during Diwali does not necessarily help. Ajay's Singham did so well despite hitting the theatres during the non-festive season. Or then, Yash Raj should shift the date. This war is no good for the industry."
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