This Diwali, Will Ajay Devgn Once Again Channel His Duel Personality?

There’s going to be a showdown at the box office between Bhool Bhulaiyaa 3 and Singham Again this Diwali. It’s shaping up to be fierce, with both films jockeying for prime screen space and the ultimate bragging rights. When titans collide, the true casualty is often the bottom line for both films. As such, the trade isn’t concerned about who takes the crown — film exhibitor Akshaye Rathi puts it plainly: “Honestly, it’s better for us if films don’t clash at the box office. When they do, they risk cannibalising each other’s earnings.” The Diwali box office is a battlefield, fuelled by the egos of actors and directors, each determined to claim a larger slice of the pie.

Ajay Devgn knows these Diwali duels all too well; he has a storied history of facing off against fellow stars — and often coming out on the losing end. The last time he claimed victory was back in 2010 with Golmaal 3, which triumphed over Action Replayy. Since then, it’s been a series of defeats, with Son of Sardaar squaring off against Jab Tak Hai Jaan in 2012, Shivaay battling Ae Dil Hai Mushkil in 2016, Golmaal Again taking on Secret Superstar in 2017, and most recently, Thank God competing with Ram Setu in 2022. His  luck with Diwali releases has been anything but stellar.

This time around, he’s leading a star-studded ensemble in Singham Again, which boasts names like Akshay Kumar, Ranveer Singh, Deepika Padukone, Kareena Kapoor Khan, Arjun Kapoor and Tiger Shroff. And if one is already out of breath reading that list, rumour has it that Salman Khan might make a cameo as the iconic Inspector Chulbul Pandey from the Dabangg series. Throw in the overlay of Ramayana on Rohit Shetty’s cop universe and you’ve got a recipe for potential box-office fireworks. “With this Ramayana parallel, Rohit is selling [his film]to the cheap seats,” said a source.

Could 2024, then, finally be the year Devgn breaks his Diwali dry spell?

While one might be quick to crown Singham Again as the clear front-runner, one should not underestimate Bhool Bhulaiyya. The last instalment,  which grossed ₹266.88 crore worldwide, did wonders for Bollywood at a time when hits were few and far between. This time around, they’ve upped the ante by bringing back Vidya Balan (the original Manjulika), along with Madhuri Dixit and Triptii Dimri — the 'it' girl of the moment.

At a recent event for the India Film Project, Aaryan even pulled a Tom Holland as he let slip that he filmed an alternate climax with Kiara Advani, the star of Bhool Bhulaiyaa 2.

Aaryan remains optimistic, he believes there’s enough room for both films to shine. Yet, the trade isn’t exactly thrilled, “In 2024, we have seen fewer tentpole films than usual. The big-ticket films usually keep theatres afloat even during the slow days. But with a clash like this, the screens get divided. When screens are split, so are ticket sales. In a nation where many can’t afford to splurge on two films in one weekend, audiences often have to choose,” said a film distributor.

Rathi adds that while a showdown might create a spike in attendance,  a staggered release could have kept theatres bustling for longer.

“This isn’t merely about footfalls on the weekend of the release. Success will ultimately hinge on whether the content resonates with audiences and garners positive word of mouth,” he said.

According to industry insiders, the days when success depended on quality content are long gone. As one source put it, “In Bollywood, ‘good content’ often takes a backseat to star power.” Both films have already locked in substantial non-theatrical deals before even rolling out their promotional campaigns. According to a report by Hindustan Times, published on October 4, Bhool Bhulaiyaa 3 has allegedly secured a non-theatrical deal worth ₹135 crores, while Singham Again's is worth  ₹200 crores. A source within the industry confirmed that these figures are fairly accurate, though there is some speculation about the robustness of these deals. “When major contracts are signed without a single trailer in sight, it’s evident that the focus has shifted from quality to sheer marketability. Today, you don’t need to make a good film to make a hit film,” another insider told THR India.

An anonymous source  suspects Singham Again will come out on top. With a savvy distribution strategy reportedly securing 60 per cent of the screens through PVR Inox Pictures and a strong appeal to family audiences — especially since Bhool Bhulaiyaa 3 is likely to get an ‘A’ rating — Devgn’s latest could well give the competition a run for its money.