It’s Ajay vs Shah Rukh this Diwali | bollywood | Hindustan Times
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It’s Ajay vs Shah Rukh this Diwali

bollywood Updated: Sep 05, 2012 11:10 IST
Dibyojyoti Baksi
Dibyojyoti Baksi
Hindustan Times
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Bollywood is getting ready for some major firework this Diwali two stars will battle it out for box office supremacy. Both Ajay Devgan’s Son of Sardaar (SOS) and Yash Chopra’s yet-untitled film starring Shah Rukh Khan, release on November 13. The makers of SOS say they are ready for the challenge and have set aside a huge marketing budget to promote the film.

Vikram Malhotra, CEO of Viacom 18, says, “We have aggressive and innovative marketing strategies lined up for SOS, which will start soon and continue right until the release period.” A source says that Viacom will most likely shell out a whopping R50 crore for the worldwide promotion of the film. Vikram, however, rubbishes the speculation: “Given that it’s a big film and an important time to release a movie, we will make sure that we spend the right amount. It will not be as ridiculous as Rs 50 crore though,” he says.

While Viacom is spending big on maketing, Vikram says he’s not threatened because the other one is an SRK-starrer. “The audience will decide which film they want to watch. Multiple films release every weekend, and they are all doing well. There is no threat,” he says. Trade analyst Amod Mehra, however, predicts that SOS will have difficulty in getting movie halls. “Budget-wise, SOS is not so expensive, so it won’t require Rs 200 crore to recover its cost. Even if it gets eight shows in multiplexes, that’s more than decent,” says Mehra.