As the Diwali release date approaches, a war of words has erupted between the producers of Thamma and Ek Deewane Ki Deewaniyat, with claims of preferential treatment being thrown into the mix. Both films are scheduled to hit theaters on October 21, 2025, setting the stage for a box office clash.

Thamma, a horror-comedy directed by Aditya Sarpotdar and starring Ayushmann Khurrana, Rashmika Mandanna and Nawazuddin Siddiqui, is the fifth installment in the "Stree universe," following films like Stree, Bhediya, Munjya, and Stree 2. Ek Deewane Ki Deewaniyat, an intense romantic musical directed by Milap Zaveri and starring Harshvardhan Rane and Sonam Bajwa, is produced by Desi Movies Factory.

The controversy centers around screen sharing, with allegations that PVR INOX Pictures, the distribution arm of the multiplex chain PVR INOX, is favoring Thamma. According to reports, the Ek Deewane Ki Deewaniyat team has demanded equal showcasing from national multiplex chains, asserting that their film's hype is on par with Thamma's. They have urged multiplexes to remain fair in their distribution.

Adding fuel to the fire, it has been alleged that a top management employee from PVR INOX is now part of the Thamma team. Thamma's team has reportedly requested 75% of the shows, leaving only 25% for Ek Deewane Ki Deewaniyat. Exhibitors, however, have expressed reservations, with one stating a desire to show Thamma while also giving single-screen cinemas a chance to play Ek Deewane Ki Deewaniyat. This is because single-screen theaters are where the Harshvardhan Rane film could potentially perform well.

Adding another layer of complexity to the situation is the release of regional films during the Diwali season, including the Marathi film Premachi Goshta 2 and the Gujarati film Chaniya Toli. Some cinemas may want to accommodate these regional films as well.

Despite the perceived advantage for Thamma, early trends indicate strong audience interest in Ek Deewane Ki Deewaniyat. As of October 14, 2025, Ek Deewane Ki Deewaniyat was leading Thamma in BookMyShow Interests, with 84.3k versus 81.3k respectively. This suggests that audiences are eager to see both films, regardless of any alleged preferential treatment.

Adding to the complexity, PVR INOX has recently faced scrutiny from the Competition Commission of India (CCI) over alleged unfair trade practices. The Film and Television Producers' Guild of India has complained that PVR INOX has been charging a virtual digital fee, even though the transition from analog to digital projection was completed years ago. The CCI has ordered an investigation into the matter.

PVR INOX Limited, the parent company of PVR INOX Pictures, was formed in 2023 following the merger of PVR Cinemas and INOX Leisure Limited. As of December 2024, the company operates 1,749 screens across 355 properties in 111 cities, including locations in India and Sri Lanka. In the second quarter of FY26, PVR INOX reported a net profit of ₹105 crore, marking a turnaround from previous losses. The company's revenue from operations stood at ₹1,823 crore, a 12.3% increase compared to the same quarter last year.

With the release date fast approaching, it remains to be seen how the screen sharing battle between Thamma and Ek Deewane Ki Deewaniyat will play out. Regardless of any perceived favoritism, both films have the potential to draw audiences and contribute to a successful Diwali season at the box office.