On Wednesday, recent allegations by Divya Khosla Kumar against Alia Bhatt and the Jigra team stormed Bollywood with this news. It is a rare occasion when an insider from the fraternity has come public with an accusation of this nature against another team for corporate bookings, thereby creating a huge furore in the industry.
The Accusation
The wife of the head of T-Series, Bhushan Kumar, Divya Khosla Kumar, has left all the blame squarely on the door of Alia Bhatt and the team behind Jigra for resorting to corporate bookings to boost the box office figures. The accusation is apt mainly because Vicky Vidya Ka Woh Wala Video, a co-production from T-Series, was at the box office against Jigra.
Of course, corporate bookings have been an item of discussion in Bollywood for a while now, with some claiming certain films use bulk bookings to sway the box office collections. But it’s rarely seen when such a claim comes from the industry itself.
Clash of the Releases
Vicky Kaushal and Vidya Balan Starrer Vicky Vidya Ka Woh Wala Video was expected to be one of the big-ticket releases for T-Series. But then the co-producer T-Series has to face tough competition from Jigra, which boasts Alia Bhatt. So, both the movies were released on the same date and hence, directly clashes in the box office.
Being a recent talk of the town, Jigra is more known for the casting of Alia Bhatt, while Divya Khosla Kumar’s accusations say that a corporate booking probably killed healthy competition between the two films with unfair and artificial hike on ticket sales.
Industry Impact
This public accusation by Divya Khosla Kumar not only sharpens the competition between the two films but has also brought into the forefront the need to ask questions regarding ethical practices in the Bollywood industry. Though corporate bookings have always been kept hushed, this open accusation might well cause further scrutiny about marketing films and box office reporting.
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Conclusion
Accusing the Jigra team of inflating their box office numbers through corporate bookings, the battle between the two films turns more than just a box office clash. The story that unfolds may have long-term implications for Bollywood, particularly in how films are promoted and how box office success is measured.
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