Both directors have films releasing the same day and both plan on associating with Salman Khan-starrer Sultan
Upala KBR (DNA; June 21, 2016)
That unpleasant feeling between Ajay Devgn and Karan Johar over their respective directorials — Shivaay and Ae Dil Hai Mushkil — releasing on the same day this year, might just escalate. And the reason revolves around one of the hottest films this year — Salman Khan-starrer Sultan. Both Shivaay and ADHM release on October 28, ahead of Diwali (Oct 30) this year while Sultan releases on Eid. Now both the Diwali releases are trying to make a noise about their film and grab as many eyeballs as possible before their films are out. While Shivaay stars Devgn and Sayyeshaa Saigal while Ae Dil Hai Mushkil stars Ranbir Kapoor, Anushka Sharma and Aishwarya Rai Bachchan.
Says a source from the film industry, “Both Ajay and Karan are trying to make sure that maximum people get a glimpse of their films and what better than to hitch their wagons to Sultan, which trade analysts are already predicting will get a Rs 40 crore for. So imagine the number of people going to watch the film on the first day. Both Ajay and Karan want their films to be associated with the Khan film, in what is called indirect marketing. While there are rumours that Karan has requested his friend Aditya Chopra to release the trailer of Ae Dil Hai Mushkil with Sultan, KJo denies this, “My trailer is nowhere near ready.”Ajay has created a special poster for Shivaay, which will be put across all multiplexes in the country as standees. This will be the first romantic look of Ajay with his leading lady Sayyeshaa.”
The source adds Karan’s trailer with Sultan is subject to the ADHM trailer in time being ready in time. Both Karan and Ajay want the best for their films and and leaving no stone unturned to make sure that their film doesn’t lose out. Both films, while different in genre, are big-budget extravaganzas.