Hold on tight, because a cinematic showdown is brewing! The runaway hit Dhurandhar is about to face a major shift in screen time, and it's all thanks to the arrival of Ikkis, starring Agastya Nanda and the legendary Dharmendra in his final film role. Get ready for a behind-the-scenes look at how distribution power plays out in Bollywood, affecting what you see on the big screen.
Dhurandhar's incredible run hasn't just been a success story; it's also ruffled feathers. Its dominance has impacted other films vying for audience attention, including Kis Kisko Pyaar Karoon 2, Avatar: Fire And Ash, and the recent rom-com Tu Meri Main Tera Main Tera Tu Meri. Bollywood Hungama previously reported on the screen-sharing battles sparked by Dhurandhar's distributor advantage. Now, Ikkis, the first release of 2026, enters the arena, but with a different set of circumstances.
From January 1st, Dhurandhar will see a significant reduction – a whopping 50% cut in shows at various single-screen theaters. These slots are being reassigned to Ikkis. And here's where it gets interesting: Dharmendra's final on-screen performance is actually getting more showtimes than Tu Meri Main Tera Main Tera Tu Meri. How is this possible? The answer lies in the distribution network. A source within the exhibition industry revealed that Jio Studios is distributing Ikkis. But here's the kicker: Jio Studios also distributed and produced Dhurandhar.
"They have no qualms now if Dhurandhar’s shows reduce since the Ranveer Singh-starrer has already done huge business," the source explained. "Moreover, it will enter into its fifth week on Friday, January 2. Accordingly, they have asked for around 30-40% showcasing for Ikkis." Think of it like a company strategically shifting resources from one successful product to a newer one, even if it means the first product's momentum slows down. It's a business decision, but it directly impacts what audiences can see.
And this is the part most people miss: The distribution strategy extends beyond just the number of shows. The source elaborated on the specific requests made to cinemas. For theaters with two screens, four shows of Ikkis were requested. In three-screen cinemas, that number jumps to six, and in four-screen multiplexes, eight shows were requested. Cinemas with five or more screens were asked to allocate over ten shows to Ikkis. But it doesn't stop there! Exhibitors were also instructed to avoid early morning shows for Ikkis, the reasoning being that the film is expected to build its audience gradually through positive word-of-mouth, rather than drawing large crowds first thing in the morning.
Furthermore, theaters were instructed to maintain regular weekend ticket prices for Ikkis, ensuring accessibility and affordability. A trade expert commented, "Ikkis probably has more shows in a city like Mumbai than Tu Meri Main Tera Main Tera Tu Meri, though the latter had wider appeal as it was a romcom. The biggest advantage for Ikkis is that it has secured shows in those single screens where it can attract an audience. Until last week, such cinemas were only screening Dhurandhar.” This highlights the strategic targeting of specific demographics and locations to maximize Ikkis's potential.
Bollywood Hungama's own investigation confirmed this shift. In numerous single-screen theaters like Gold Cinema Santacruz, Chitra, Plaza, Roxy, Citylight, Star City, MovieTime Dahisar, Inox Nakshatra Dadar, PVR Le Reve, MovieTime Suburbia, and Gold Cinema Dadar, Dhurandhar's showtimes have been slashed in half, from four to two daily showings. Consider Gaiety and Galaxy, two of the largest theaters in the G7 Multiplex. Tu Meri Main Tera Main Tera Tu Meri was relegated to smaller screens within the complex, while Ikkis will enjoy four daily showings in the expansive 819-seater Galaxy.
Several single-screen cinemas are planning to screen two shows of Dhurandhar, two shows of Ikkis, and one show of the Marathi film Krantijyoti Vidyalay Marathi Madhyam, starring Sachin Khedekar and marking Prajakta Koli's Marathi debut. However, it's important to remember that not all theaters are on board. Some single-screen theaters across the country might skip Ikkis entirely due to the distributor's limited release strategy. Additionally, cinemas in areas with a strong affinity for Dhurandhar will likely continue to prioritize the film. For example, single-screen theaters in Mumbai like Anand, Kasturba, Gold Cinema Borivali, and Gold Cinema Thane will divide showtimes exclusively between Dhurandhar and Krantijyoti Vidyalay Marathi Madhyam, catering to the preferences of their local audiences.
But here's a thought: Is it fair for a distributor to favor one project over another, even if both are under their umbrella? Does this kind of strategic manipulation ultimately benefit the audience, or does it limit choice and create an uneven playing field? What do you think? Let us know your perspective in the comments below!
