PVR INOX responds to 'Salaar vs Dunki' controversy: Dunki accused of monopolizing, Salaar makers cry foul

The clash between Salaar and Dunki escalated on Wednesday as the decision was made not to screen Salaar Part 1: Ceasefire at PVR INOX properties in South India. Allegations surfaced that the theatre chain had prioritized Dunki in North India on their single screens despite previously assuring equal importance to the Salaar team. As news of this development circulated, PVR Inox swiftly responded with statements to counter the reports.

In a press statement, PVR Inox clarified, “We have come across some speculative media reports about the film SALAAR and its release at PVR INOX Cinemas. We would like to clarify that these reports are incorrect, SALAAR is one of the most anticipated films of the year and it’s releasing across pan India PVR INOX cinemas on the scheduled release date i.e., 22 December 2023."

According to reports from Hindustan Times, the Dunki team allegedly attempted to monopolize screens in North India, leading to the decision to withhold the release of PVR INOX screens in the South. They claimed that team Salaar was promised that both films would have equal importance and get equal single screens in North India. But team Dunki has now asked single-screen owners to pick their film over Salaar. 

The Salaar team, believing rumours that Dunki would be allotted more screens, was shocked to discover that single screens managed by PVR-INOX and Miraj Cinemas were opting for Dunki.

Salaar, starring Prabhas, Prithviraj Sukumaran, and Shruti Haasan, is scheduled to hit screens on December 22 in Telugu, Tamil, Malayalam, Kannada, and Hindi. The film is set in the fictional city of Khansar, narrating the story of two childhood friends turned enemies.