Movement is visible in the distribution area. After the news of Shahrukh Khan starrer King getting an advance offer of Rs 1 crore. After earning Rs 200 crore yesterday, now another important update has come out. Yash starrer Toxic has locked its Andhra Pradesh and Telangana (APTS) distribution rights with PVRINOX Pictures.
It is learned that the deal is worth Rs 20 thousand. 40 crore advance on commission basis. As is usually the case, PVRINOX Pictures is expected to sell most of the sub-territories in Andhra Pradesh and Telangana to local distributors, while potentially retaining select territories. On the surface it may appear and is clearly just a Telugu market distribution deal, however there may be much more to it. The real significance of this development lies at the national level.
Toxic is currently scheduled to clash with Dhurandhar: The Revenge during the Eid festivities in March. PVRINOX is the largest multiplex chain in the country, and this association can potentially provide strategic benefits beyond just the Telugu states. The question is whether this deal will deliver any tangible benefits in terms of performance in other markets, especially the Hindi circuit and Bengaluru city. It will be interesting to see if that happens.
It’s not that simple since Dhurandhar is the highest-grossing film ever in PVRINOX, so it’s not like the series can easily let go of a sequel.
There is still quite a bit of time before the release, and it is quite possible that the clash may eventually be averted, which is what most are expecting in the trade.. However, if the current release plans remain intact i.e. both the films release on the same day, then Toxic may have something to work towards against a formidable opponent like Dhurandhar: The Revenge.
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Also read: Exclusive: Shah Rukh Khan and Siddharth Anand’s King in high demand from distributors in India; Received advance offer of Rs 200 crore