The Hindi belt’s theatrical landscape is ablaze with tension as the Independence Day weekend nears, with War 2 and Coolie already embroiled in a fierce battle for screen dominance. Now, AA Films has upped the stakes by issuing a bold ultimatum to exhibitors: allocate 2-3 shows to Mahavatar Narsimha across four screens, or risk losing the opportunity to screen the highly anticipated Kantara 2. This move has thrown a volatile new element into an already cutthroat showcasing war, leaving theater chains scrambling to balance three major releases.

AA Films is playing a strategic game,” an industry source revealed. “They’re leveraging the hype around Kantara 2, which is expected to be a massive draw given the original’s cult status, to ensure Mahavatar Narsimha retains its screen space to sustain its momentum.”

AA Films’ aggressive tactics are not new. Known for distributing blockbusters like Baahubali and KGF, Anil Thadani has a track record of using high-value films to secure favorable terms. The original Kantara’s Hindi release, which grossed over ₹80 crore despite its Kannada roots, proved his ability to tap into diverse markets. Now, with Narsimha rewriting box office history and Kantara 2 looming as a potential box office behemoth, AA Films is wielding it as a trump card to protect Narsimha’s theatrical presence. 

Theatre owners are feeling the heat. “It’s a brutal choice,” said an exhibitor. “War 2 and Coolie are massive, but Narsimha is still pulling crowds. And the threat of losing Kantara 2 is real—nobody wants to miss out on that.” 

As the Independence Day weekend approaches, this distributor-driven drama is set to reshape screen allocations and box office dynamics. One thing is certain: the box office bloodbath just got bloodier.