Manish Malhotra’s quaint and elegant romantic drama Gustaakh Ishq is being pushed out of movie theatres even before it opens on Friday.
The distributors of the rival film Tere Ishk Mein have briefed film exhibitors to play only their film in the single theatres. They have also instructed the multiplexes to play a minimum of 7-8 shows of Tere Ishk Mein, which leaves little room for any other films.
This directive comes from Anil Thadani of A A Films who control the nationwide distribution of Tere Ishk Mein. Thadani has apparently asked the single-screens to sign an agreement stating that they’ll play all shows of Tere Ishk Mein this week. All single theatres have agreed to this directive.
The multiplexes too are being monopolized by Tere Ishq Mein, which stars Dhanush and Kriti Sanon.
Speaking on condition of anonymity the manager of a multiplex chain spoke to this writer. “It is the classic big shark-eats-little fish situation. We are being pressurized to play Tere Ishq Mein in most of our slots. I don’t think the other film (Gustaakh Ishq) stands a chance.”
