⚡️ Love vs Laughter vs Lobbying: The Real diwali Drama Begins Before Release

This diwali, the fireworks have started not in theatres — but in the boardrooms. What was expected to be a festive, star-packed movie weekend has exploded into a full-blown screen war between two completely different genres and two very different power equations. On one side is Harshvardhan Rane and Sonam Bajwa’s romantic rollercoaster Ek Deewane Ki Deewaniyat — a passionate, music-driven love saga banking on raw emotion and youth appeal. On the other side stands Dinesh Vijan’s horror-comedy giant Thamma, the latest installment in the money-minting Maddock horror Universe that includes Stree, Roohi, and Bhediya.

But behind the glossy posters and festive smiles, a brutal fight for screens, shows, and survival is unfolding — with allegations, backdoor deals, and corporate manipulation at play.

💥 The Screen war Nobody Saw Coming

industry insiders reveal that the Deewaniyat team has formally raised objections against PVRInox for allegedly favouring Thamma in screen allocation. Reportedly, the multiplex chain is granting nearly 75% of prime-time shows to Thamma, leaving just 25% to Deewaniyat, despite the latter’s impressive trailer traction and chartbuster album.

According to trade chatter, a former PVRInox executive recently joined Maddock Films, and that connection has become the center of the controversy. Team Deewaniyat claims this link is unfairly tilting the balance in Maddock’s favour, accusing the multiplex giant of “corporate bias over cinematic merit.”

❤️ David vs Goliath: The Underdog’s Desperate Fight

Ek Deewane Ki Deewaniyat may not boast Maddock-level marketing muscle, but it’s got something Thamma doesn’t — soul and sentiment. The film’s songs, especially “Ishq Tera Pagalpan” and “Tu Jo Hai,” have already become social media darlings, with Harshvardhan and Sonam’s chemistry drawing widespread appreciation. The trailer’s grounded tone and emotional storytelling have resonated with audiences tired of over-CGI comedies and repetitive horror tropes.

Sources say the producers of Deewaniyat have requested a fair and 50-50 screen share, arguing that “audience demand, not industry politics, should decide show counts.” The situation has escalated to trade bodies, and if unresolved, could delay final schedule locking across key multiplex chains.

👻 Meanwhile, Maddock’s Thamma Plays the Power Game

On the other end of the battlefield, Thamma continues its marketing onslaught with all guns blazing. Backed by Rashmika Mandanna and Nawazuddin Siddiqui, Thamma carries the legacy — and pressure — of the Stree universe. But trade analysts believe the overreach for 75% of shows reeks of arrogance and overconfidence.

Despite a lukewarm trailer response, Thamma is being pushed aggressively through nationwide promotions, influencer tie-ups, and cross-branding — a strategy typical of Maddock’s monopoly-style distribution tactics. While Thamma is expected to rake in massive opening numbers due to its brand recall, insiders warn that word-of-mouth could swing fast if the film doesn’t deliver fresh laughs or scares.

🔥 The Battle Lines Are Clear:

• Genre War: love (Romance) ❤️ vs Fear (Horror-Comedy) 👻

• Budget War: Small Studio 💔 vs Maddock Empire 💰

• Ethics War: Fair Play 🎬 vs Favouritism 🎭

• Public Emotion: Heartfelt music & Romance 💞 vs Formula Franchise & Hype ⚡

This isn’t just a diwali clash — it’s a showdown between heart and hierarchy, emotion and ego, art and algorithm.

🧨 Trade Pulse:

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• Thamma is estimated to open around ₹20 crore (Hindi) on Day 1.

• Ek Deewane Ki Deewaniyat is expected to start modestly at ₹3–4 crore, but with strong potential to grow if audience word-of-mouth catches on.

• Advance bookings open on october 17, but the ongoing tussle could lead to last-minute schedule reshuffles in top metro multiplexes.

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💣 Bottom Line:

This diwali, the real fireworks aren’t on screen — they’re in the multiplex offices. With Thamma flexing its horror-comedy muscles and Deewaniyat fighting with heart, India’s festive box office is about to witness a battle where the winner might not be the film with the biggest budget, but the one with the bravest soul.