Sonil Dedhia (MID-DAY; October 24, 2016)

After his meeting with Maharashtra Chief Minister Devendra Fadnavis and Maharashtra Navnirman Sena (MNS) chief Raj Thackeray, over the release of his romance-drama, Ae Dil Hai Mushkil (ADHM), filmmaker Karan Johar had released an ad claiming that the film would release in single screens and multiplexes across the country on October 28.

However, the director's assertions are at odds with the statements made by the Cinema Owners and Exhibitors Association of India (COEAI), which, had earlier decided against screening the movie in single screens.

COEIA president, Nitin Datar, says, "Karan is deceiving the exhibitors. The settlement happened between the Government, MNS and the producers. They never invited our association for the meeting. There are around 450 members registered with us across Maharashtra, Gujarat, Goa and parts of Karnataka. Of these, 80 single screens in Mumbai won't screen any film featuring Pakistani artistes."

Datar says that the members would hold a meeting to decide the further course of action. "For now, we will alert the exhibitors against Johar's trap. We don't want anyone to lose money."

In a last-bid attempt to facilitate the smooth release of ADHM, Johar had agreed to pay a tribute to Uri martyrs before each screening of his film, and make a "voluntary" contribution of Rs 5 crore to the Army relief fund. However, given that the COEAI members were kept away from the developments, the association has urged its members to not screen the film.

Impact

A trade analyst tell us, "If ADHM is not screened in as many single screens, the film can feel a pinch on their pockets, There could be a 15-20% hit. However, the film is primarily a multiplex movie. The 20% blow could only affect them in the opening weekend, after which, it depends on the word of the mouth."