And caught in the crossfire are Sajid-Farhad who debut as directors with Entertainment and have written Singham Returns.
Entertainment released yesterday while the Singham sequel released next Friday.
But on Thursday, brothers Sajid-Farhad got the shock of their lives when they heard that the producers of Singham Returns had booked all the single screens across India, limiting Entertainment to a one-week run in single screen theatres.
The shows in the multiplexes will remain the same, but that too will depend on how well the film does at theatres.
Sajid sounds helpless, "Dono films hamare bachche hain. Lekin dono mein se ek laadla hai which is naturally Entertainment. It's our own baby. We have just given birth to Singham Returns, Rohit bhaiyya has clothed, fed and brought it up. In Entertainment, we have done everything from giving birth to clothing and feeding the baby. We just heard the news of the limited run of Entertainment and don't know how true it is or how to react. We don't know the full facts as yet. It's unfortunate that this has happened. Though now, we have to think commercially also."
Sajid and Farhad know both Rohit and Ajay very well. Have they tried to call them and sort it out? "We don't know... we don't get into all that at all. The commercial aspect is handled by others. It's all between the big people to sort out... Farhad and I just want both the films to work as both are our babies and people connected to both the films are all very dear to us."
Sajid adds that their experience of making the film was one of the best. "We are blessed to get this opportunity to direct. We were handing 36 departments. We divided them into 18 each. Our combination helped us a lot in writing and direction. We are going to justify the title Entertainment. The audience won't go away disappointed. It's a film that will make people laugh and yet touch hearts."
Expect one more clash on October 7 between AJ and Akki. That's when Action Jackson and The Shaukeens release.